Case Studies / Sutter Medical Group

We Helped Sutter Medical Group Recruit Top Physicians with a Strategic, Multi-Channel Campaign

From eye-catching direct mail to tailored digital ads and NPR radio spots, every touchpoint was designed to inspire healthcare professionals.

Sutter Medical Group teamed up with Uptown Studios to build a standout recruitment campaign aimed at attracting physicians across Northern California. By combining strategic creativity with a mix of traditional and digital media, we exceeded expectations, bringing in hundreds of physicians and solidifying Sutter’s reputation as a top destination for healthcare professionals.
Client

Sutter Medical Group

Services
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Objective

Facing increased competition for talent, Sutter Medical Group set an ambitious goal: recruit 650 physicians by the end of 2023—a 15% jump from the previous year. The challenge? Stand out in a crowded market and connect with healthcare professionals in meaningful ways.

Strategy and Approach

We crafted a comprehensive marketing plan that blended data-driven tactics with creativity to maximize Sutter’s appeal. From eye-catching direct mail to tailored digital ads and NPR radio spots, every touchpoint was designed to inspire healthcare professionals to reimagine their future at Sutter.

Implementation/Deliverables

Marketing Strategy

A roadmap for success: Uptown Studios developed a strategic plan outlining competitive insights, messaging, marketing channels, and budget allocation. This cohesive approach ensured seamless execution and measurable results.

Campaign Logo & Branding

The slogan “Reimagine Yourself at Sutter” became the heartbeat of the campaign. Paired with engaging visuals, it resonated with physicians looking for a fresh start.

Direct Mail

We created and mailed postcards featuring scannable QR codes that linked directly to campaign landing pages. These tangible, trackable touchpoints drove awareness and engagement among healthcare professionals.

Google Ads

A mix of responsive and display ads targeted physicians in Northern California, generating significant impressions and website traffic to highlight Sutter’s opportunities.

Paid Social Media Ads

LinkedIn ads played a pivotal role in reaching Sutter’s target audience. Adjustments in targeting ensured optimized performance, driving clicks and conversions at key campaign moments.

Organic Social Media

Sutter’s LinkedIn presence received a boost from organic posts, creating a space for long-term engagement and visibility among healthcare professionals.

Radio Ads

NPR radio ads brought Sutter’s message to the airwaves, delivering over 2 million impressions in the Bay Area and Valley, solidifying its voice as a leader in the healthcare community.

Streaming Ads

Collaborations with Pandora and SoundCloud added a modern twist, delivering audio and banner ads that reached 174,000 professionals with tailored, actionable messaging.

Conclusion

By seamlessly blending strategy, creativity, and adaptability, this campaign surpassed its recruitment goal, welcoming a significant number of new physicians to Sutter’s network. With a mix of traditional and modern marketing techniques, Sutter Medical Group redefined what it means to be a destination for top-tier healthcare talent in Northern California.