# Rochester Regional Health

> AB&C’s research for RRH revealed a physician-friendly culture through interviews and brand insights, strengthening their brand positioning.

- Canonical URL: https://abccreative.com/work/rochester-regional-health
- Markdown URL: https://abccreative.com/work/rochester-regional-health.md
- Capabilities: Research and Strategy, Branding and Design, Digital Marketing, Web Development
- Hubs: Recruitment
- Industries: health

## Tagline

How Do You Attract the Next Generation of Talent? Put Them Front and Center.

## Intro

Rochester Regional Health (RRH) was facing staff turnover and shortages, plus regional competition for providers, so they engaged AB&C to help.

The first thing we noted was their current recruitment marketing campaign, which focused on selling the city of Rochester as an appealing place to work and live. It did little to promote the many benefits, resources, and growth opportunities they offered potential providers — a vital factor for recruiting millennials.

## Strategy

AB&C conducted brand research and interviews with key stakeholders, staff, and leadership, uncovering RRH’s truly physician-friendly culture that promotes practice autonomy, emphasizes continuous quality improvement, and equips physicians with tools, technologies, and training to advance their skills and careers. We used these findings to communicate the benefits to potential candidates. In other words: what’s in it for them?

## Success

The resulting “You” campaign speaks to the heart of what young physicians want to hear: that they are the future of medicine and RRH would help them deliver patient-focused care, their way. Provocative headlines, short copy, clean design, and millennial-centric imagery captured the personality of the organization’s unique employment culture.

The leadership and recruitment teams at RRH embraced it immediately. Print ads appeared in select physician publications, including the *New England Journal of Medicine*, which helped elevate the brand perception of RRH. And complementary emails and banner ads drove candidates to newly designed specialty-specific landing pages at [AdvanceYou.org](http://advanceyou.org/).