The University of Virginia Health System had a serious need for experienced perioperative, critical and acute care nurses and pharmacists. The Health System asked Good Soil to develop a two-pronged recruitment campaign to: 1) highlight their internal nurse referral incentive program and 2) increase the reach and impact of their current regional marketing to a national level.


Based on the hospital’s accolades – Recognized by U.S. News & World Report’s 2014-2015 “Best Hospitals” guide in seven specialties – and the city of Charlottesville’s reputation for quality of life – Named “America’s Happiest City” by the U.S. Bureau of Economic Research – the agency developed a campaign strategy trumpeting UVA Health System as “the best combination of career opportunity and quality of life in the nation.”


National Recruitment Ad Campaign
Print & Digital Display Ads
WordPress Website
Experienced Nurse Referral Incentive Program
In-hospital collateral – banners, posters, action cards, email headers & table tents


In the first six months, the campaign yielded over 160 new registered nurse hires – a 12% increase in the client’s intended target.

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