It’s a huge incentive and it gets better. British Columbia has launched a six-week, $5 million U.S.-focused campaign that’s meant to lure doctors and nurses to the province. The campaign aims to recruit health workers who align with the values of British Columbia’s health care system, which emphasizes universal health care and prioritizes patient well-being.
Through stark imagery, the ad campaign’s series tells a tragic narrative with compelling visuals. It features a forlorn looking woman in medical scrubs as she hears “bad news from Washington.” The scene transitions to breathtaking views of British Columbia’s natural landscape, inviting viewers to “follow their hearts” to the province. This tactical move is meant to showcase the quality of life and work opportunities available in beautiful British Columbia. It further highlights the province’s leadership on creating a health care system that prioritizes evidence-based approaches.
Osborne is helming the recruitment push. He told them that even before the ads had launched, close to 1,600 health-care providers had expressed an interest in moving to British Columbia. This group includes approximately 700 doctors and 500 nurses, reflecting a significant pool of potential candidates for the province’s healthcare needs.
The campaign seeks to capitalize on the momentum generated by the uncertainty and chaos in the U.S. health care system. This change comes on the heels of President Donald Trump being elected. British Columbia markets itself as a wonderful, stable, healthy environment that welcomes and supports medical professionals. The province’s plan would target those who are fed up with the direction of health care in the United States.
British Columbia’s health care system is characterized by its universal coverage model, ensuring that all residents have access to necessary medical services. The province leads by example, actively encouraging its health care workers to adopt evidence-based care. This foundation allows smart, clinical decisions to be guided by the most up-to-date research and clinically-proven best practices.
We’re looking to build on our new recruitment program. This includes recruitment of candidates from the United Kingdom and outside the United States. This much wider strategy is all about building that diverse and highly-skilled workforce. This would be a direct fit for British Columbia’s commitment to delivering high quality health care.
