CHRISTUS Santa Rosa

  • Print ad for CHRISTUS Santa Rosa Southeast Texas 80th Anniversary Campaign
  • Print ad for CHRISTUS Santa Rosa Southeast Texas 80th Anniversary Campaign
  • Print ad for CHRISTUS Santa Rosa Southeast Texas 80th Anniversary Campaign

  • Challenge:

    One particular area of focus for CHRISTUS has been on recruitment and retention of physicians, nurses and medical professionals. There is a critical nursing shortage and growing competition for medical professionals.

  • Strategy:

    KGBTexas worked with CHRISTUS Santa Rosa to build a "brand within a brand" by producing a series of campaigns to support recruiting and retaining qualified nursing and healthcare professionals. Our strategy was to leverage CHRISTUS' faith-based heritage and use research that revealed nurses' sentiments of being under valued, under paid, and over worked. Cuing off these emotional triggers, we summed up the personal job satisfaction one gets from working at CSR along with the hospital's faith-based history in the line: "Work at CHRISTUS Santa Rosa. The Rewards Are Eternal."

  • Results:

    The campaign results were an 8 percent decrease in vacancies, and a reduction in nurse turnover by 6 percent over the next two years.