Showing physicians where they can make a difference.

The challenge

AtlantiCare, the largest healthcare provider in southeastern New Jersey, was establishing a new identity. At the same time, it was competing for talented doctors against large healthcare organizations in Philadelphia and New York.

In our employment branding initiative, we determined that AtlantiCare physicians make significant contributions — and change the way healthcare is delivered — from the day they walk in the door. This is not the case in larger academic medical centers, where doctors must bide their time before they are taken seriously and given meaningful career opportunities.

The solution

We built a recruitment website that shows physicians not only that they can make a difference — but also where they can make it. We encourage them to enter their personal preferences concerning lifestyles, commuting, interests and more.

Using those preferences, the website matches physicians with Atlantic City, Cape May, Sea Isle City or other communities where they can have an enviable quality of life, enjoy being single or raising a family, and achieve their ideal work/life balance. The site also automatically reconfigures to a mobile interface for on-the-go-physicians.