Healthcare has been struggling with a growing shortage of personnel for years. Waiting lists are growing, pressure on existing teams is increasing and at the same time we are seeing a large group of motivated lateral entrants who want to make the transition to healthcare, but do not know how.

In this area of tension, OMA and 24 regional healthcare institutions developed a unique initiative: the Healthcare and Welfare Orientation Program and a digital platform that structurally brings supply and demand together. The result: hundreds of new candidates, a stronger positioning of the healthcare sector as an attractive employer, and the award of the Koploper Award as a leading example of innovation in healthcare.

The issue

How do you lower the threshold for people without a care background, offer them prospects and convince them to choose a job in care and welfare? And how do you unite dozens of different care institutions in one common proposition, with one recognizable image and clear promise?

OMA was commissioned to design the complete problem definition, positioning and proposition and translate it into a tangible program and digital platform that not only informs but also activates candidates.

Our role

We managed the project integrally, from strategy to execution:

• Positioning and proposition
  We formulated the program’s core story: “Discover the healthcare job that suits you.” This provided clarity and appeal to candidates and healthcare institutions.
• Digital strategy
  Development of an online platform with the logic of an e-commerce environment, focused on matching, throughput and conversion.
• Campaigns and Content
  We created campaigns, storytelling formats and inspiring stories that made the program visible and recognizable in the region.
• Employer branding
  Joint positioning allowed all 24 institutions to benefit from a strong employer brand for the industry as a whole.

The solution

1. The Orientation Program

• Free program worth €1,800, temporarily fully reimbursed.
• Within 10 weeks, candidates discover their talents, explore different professions and have a chance to get a job or further education.
• Completion with the official certificate Orientation Program in Care and Wellness.

2. The digital platform

• A user-friendly, scalable platform for lateral entrants and job seekers.
• Smart matching between candidates, training and employers.
• Inspiring stories and experiences from people who have already made the switch.

3. Campaigns and storytelling

• Recruitment campaigns that present healthcare as a sector full of opportunity and perspective.
• PR and media coverage, resulting in national visibility and crowning with the Leader Award.

Components and services realized

• Brand strategy & positioning
• Brand proposition & core story
• Employer branding
• UX, UI and platform development
• Content strategy & storytelling
• Online advertising & PR campaigns
• E-commerce & conversion-driven funnels

The result

The impact of this trajectory is great and tangible:

• A completely new brand foundation and shared proposition for the region’s healthcare industry.
• Awarded the Leader Award as an innovative example for recruitment and intake.
• More than 24 healthcare institutions connected in one platform and program.
• Inspired thousands of candidates and realized hundreds of new entrants.
• Progression to training or employment in healthcare within 10 weeks.

Would you also like to develop a program or platform that solves social problems and activates people directly? We develop strategy, positioning and digital solutions that make a real difference. Contact us at contact@oma.amsterdam or call +3120 233 9175.