Research + messaging = getting the target market to act.

IPC hires and places physicians in more than 900 hospitals and other medical facilities in 27 states. With physician shortages and a burgeoning need for doctors, it’s no surprise their business is growing like wildfire. But the candidates they were getting weren’t prime.

After a session with several key IPC recruiters, ab+c learned IPC offered physicians an equity position with the organization with an opportunity to make serious money. The ideal candidate was an entrepreneur at heart, rather than someone looking for a work/life balance.

Our solution was a campaign that suggested candidates could “fill in the blank” about what they could achieve. It suggested that IPC physicians had limitless opportunities and were in charge of their own destinies.

Print, banner ads, a microsite and postcards netted more candidates than prior marketing. There has been a 34% increase since 2010 of candidate responses, which confirms our strategy behind the messaging. And of those interviewed in 2012, 77% received offers and 66% accepted.

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