Direct > Use of Direct Marketing

EMERGENCY DM

GEORGE PATTERSON Y&R, Melbourne / DEFENCE FORCE RECRUITING / 2014

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Overview

Credits

Overview

ClientBriefOrObjective

We needed a Direct Mail idea to show civilian doctors that they would get more interesting cases in the Air Force.

Execution

Medical specialists are intrigued by interesting and unique traumas that they are not usually challenged with in day-to-day practice. By sending these highly skilled practitioners real cases, not only did we show the top Australian medical minds what it takes to be an Air Force medical specialist, we convinced the best to become one.

Implementation

Instead of sending a DM, we sent real simulated patients. In a scheduled appointment, Air Force nurses rushed in wounded and seriously injured patients to 30 of Australia’s best doctors.

The patients looked like they were from a combat zone, with simulated injuries. The civilian specialist had to diagnose the patients by looking at the x-rays, blood reports, and medical charts, then realistically treat the wounds. As they provided emergency treatment to the patient, they learnt first-hand what it was like to be a medical in the Air Force – and showed us that they have what it takes.

Outcome

We needed to fill 55 medical specialist roles. Every one of these roles were quickly filled, from brain surgeons to anesthetists. Australian medical journals and newsletters featured the campaign and it spread within the medical community. Not only did we show the top Australian medical minds what it takes to be an Air Force Medical Specialist, we convinced the best to become one.

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