Healthcare Recruitment Marketing Campaign Attracts Medical Talent to Rural Highland County

From the Client

“Appeal Production was fabulous to work with. They delivered 4 different videos for Highland Medical Center to use for recruiting, marketing and a website header. During the course of editing, HMC requested many changes and Appeal was always helpful and willing to change. Claire Brenneman was so easy to work with and we ended up with a great product! Highly recommend Appeal Production.” – Janice Ellis, Chief Financial Officer/Interim Chief Executive Officer  

Challenge

Highland Medical Center, a critical healthcare provider in rural Highland County, faced an ongoing challenge: hiring and retaining full-time healthcare providers. The organization urgently needed to fill two essential roles—an MD and an NP—to maintain care continuity and prevent overextending current staff. Historically, loan repayment agreements had attracted providers, but those relationships often ended when contracts expired. This revolving door of recruitment made it difficult to build lasting trust with patients and disrupted the continuity of care in the community.  

Without filling these key roles, Highland Medical Center risked overstretching its staff, remaining stuck in constant recruitment mode, and losing trust within the community. A strategic recruitment marketing campaign was needed to help Highland Medical Center stand out from more competitive urban markets and establish itself as the healthcare provider of choice in the region. 

Solution

To address Highland Medical Center’s recruitment challenge, we developed a healthcare recruitment marketing campaign that emphasized both the personal and professional benefits of working in Highland County. Through a series of targeted videos, we highlighted the area’s rural charm, close-knit community, and natural beauty—key factors that appeal to candidates looking for meaningful work in an environment that values balance and connection. At the same time, we positioned Highland Medical Center as a trusted healthcare partner dedicated to improving continuity of care and strengthening relationships within the community. The videos reinforced the idea that new hires would be stepping into roles where they could make a lasting impact and continue the Center’s mission of compassionate, reliable care. By weaving together these narratives, the campaign helped applicants envision themselves not just in a job, but in a community where their work truly matters. 

Results

The healthcare recruitment marketing campaign for Highland Medical Center included a suite of versatile video assets: an overview video of their services, a 30-second promotional spot for digital marketing, a website header video to enhance online presence, and a dedicated 60-second recruitment piece tailored for hiring events. 

These videos give Highland Medical Center a strong foundation of evergreen content that can be used across platforms and campaigns for years to come. 

More than just promotional tools, the videos provided: 

1. Boosted visibility among prospective applicants who may not have previously considered rural healthcare opportunities. 
2. Promoted Highland County as a destination worth relocating to—rich in natural beauty, community connection, and purpose-driven work. 
3. Shined a light on the essential role Highland Medical Center plays in the lives of local residents, reinforcing the organization’s deep ties and trusted presence in the community. 
4. Positioned the medical center as a meaningful career destination, where incoming hires are not just filling roles—they’re becoming part of a mission to improve continuity of care and strengthen local health outcomes. 

This healthcare recruitment marketing campaign will serve as an ongoing recruitment and brand awareness tool, enabling Highland Medical Center to compete more effectively with urban providers and attract healthcare professionals aligned with their values and vision. 

To watch more videos like these, check out our other recruitment marketing videos on our portfolio.