Description of the realization
Attracting doctors by revealing a different reality of hospital work.
Context & objective
In a context of medical staff shortages, Vivalia wanted to launch a distinctive medical recruitment campaign, capable of standing out from traditional institutional hospital communication.
The challenge was twofold: attract new medical talents while breaking down common misconceptions linked to the location and working environment.
Our approach
We developed a recruitment campaign built around two strong strategic axes, directly based on Vivalia’s real strengths.
The first axis focuses on the living environment, highlighting the qualities of the Province of Luxembourg: a natural setting, a better work-life balance and a high quality of life.
The second axis showcases Vivalia’s medical attractiveness: a human-sized hospital group, up-to-date medical technologies, and real opportunities to develop and lead medical projects.
The entire campaign was designed to challenge clichés, offer a more authentic and grounded perspective, and speak directly to doctors through concrete situations, testimonials and a narrative rooted in real-life practice.
The campaign highlights:
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An attractive and balanced living environment
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Modern medicine, supported by up-to-date technology
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The human scale of teams and facilities
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Opportunities to develop and grow medical projects
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A different vision of hospital work outside major urban centres
In brief
Format: Medical recruitment campaign
Content: 2 videos
Duration: approx. 2 min 30 per video
Distribution: Social media
Production
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Concept development and definition of communication axes
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Scriptwriting
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5 x 1/2 days of shooting
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3 days of post-production
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Format adaptations for social media
Vivalia is a Belgian inter-municipal healthcare company set up in 2008 to manage hospital and healthcare services in the 47 affiliated municipalities in the province of Luxembourg (Belgium). The group comprises 4 hospital sites and a number of ancillary sites.