Case Study
Persuasive Writing
Deryn Collier Technical Communications (DCTC) was engaged by a regional physician recruitment program to write fresh and unique community profiles for a revamped physician recruitment website.
Targeting an audience of family and specialist physicians and their spouses, DCTC was asked to write a welcome message and six community profiles for the new site.
SPECIFICATIONS
The client requested that the Community Profiles achieve the following:
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- Integrate the provided SEO keywords
- Pair community information with medical practice details
- Paint a specific picture of life and medical practice in each community
- Use a warm, friendly tone
- Stand out from existing tourism, real estate, and recruitment profiles
- Convey the fun and collegial nature of the medical community
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Figure 1: When all of the BC interior is filled with mountains and lakes, how do you make your region stand out?
Challenges
With a Canada-wide shortage of medical staff, relocating physicians have no end of choices. Websites for regional recruitment programs are often the first point of contact for candidates looking to make a change.
While physicians moving from outside the province likely know Vancouver and the Lower Mainland, rural British Columbia is a vast and unknown territory. In a province where every community boasts mountain views and backcountry adventures, how can one region stand above the crowd?
Approach
DCTC took a hyper-local approach to writing community profiles that stand out from existing profiles of the same communities on tourism, real estate, and municipal websites.
Each of the six completed profiles captures the vibe of the community and paints a place-specific picture of what it is like to live and practice medicine there.
The content is written in the collective voice of the region’s medical staff, inviting the target audience to, “Come join us.”
Physicians and their spouses choose a community based on a combination of medical practice, spousal employment, and family opportunities. The completed profiles highlight the many diverse options available within the same region, invite candidates to explore further, and reach out to recruiters.
More Information
To request a full case study and writing sample for this, or other DCTC projects, please get in touch!