Plan-it Marketing

Challenge: Given the national shortage of nurses, increasing demand for imaging technologists, and mounting competition from larger Boston hospitals vying for this smaller pool, the challenge was to help Emerson improve its recruiting efforts to attract nurses and imaging technologists to the hospital staff.

Objective: Obtain in-depth learning of nurses' and technologists' mindsets and behavior with respect to choosing an employer and understand triggers for choosing Emerson as an employer versus other area hospitals.

Method: A qualitative exploratory of focus groups and in-depth interviews among nurses and imaging technologists, working at Emerson and competitive community hospitals.

Results: Plan-it provided recommendations for recruitment communications, including messaging and media placement. Plan-it also recommended recruiting and educational programs to retain current employees and further attract nurses and imaging technologists to Emerson.