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Physicians with a Strategic, Multi-Channel Campaign</h1> </div> </div> </header> </div> </div> </div> </div> <div id="single-wrapper" class="content-area project"> <div id="content" tabindex="-1"> <div class="row"> <div class="col-md"> <main id="main" class="site-main"> <section class="project-info"> <div class="container"> <div class="row"> <div class="col-md pb-4 pb-md-5 pe-sm-5"> <h2 class="intro-title">From eye-catching direct mail to tailored digital ads and NPR radio spots, every touchpoint was designed to inspire healthcare professionals.</h2> <div>Sutter Medical Group teamed up with Uptown to build a standout recruitment campaign aimed at attracting physicians across Northern California. By combining strategic creativity with a mix of traditional and digital media, we exceeded expectations, bringing in hundreds of physicians and solidifying Sutter’s reputation as a top destination for healthcare professionals.</div> </div> <div class="col-md-4 pe-sm-5 pb-4 pb-md-5 sidebar"> <div class="fw-bold">Client</div> <p>Sutter Medical Group</p> <div class="fw-bold">Services</div> <ul class="list-unstyled inline-list mb-4"> <li class="list-inline-item"><a href="https://uptownstudios.net/service/marketing/">Marketing</a></li> <li class="list-inline-item"><a href="https://uptownstudios.net/service/design/">Design</a></li> </ul> <a class="mt-4 wp-block-button__link btn-default wp-block-cohesive-blocks-button" href="/our-work">Back to all Projects</a> </div> </div> </section> <div class="row"> <div class="col-md-12"> <article id="post-36301" class="post-36301 project type-project status-publish format-standard has-post-thumbnail hentry project-categories-design project-categories-marketing"> <section class="kb-row-layout-wrap kb-row-layout-id36301_102a09-8b alignnone has-light-primary-background-color kt-row-has-bg wp-block-kadence-rowlayout"><div class="kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-row kt-mobile-layout-row kt-row-valign-top kb-theme-content-width"> <div class="wp-block-kadence-column kadence-column36301_184772-a3 kb-section-dir-vertical"><div class="kt-inside-inner-col"> <figure class="wp-block-image size-large"><img fetchpriority="high" decoding="async" width="1024" height="734" src="https://s47484.pcdn.co/wp-content/uploads/Screenshot-2025-01-17-at-14.04.24-1024x734.png" alt="" class="wp-image-36406" srcset="https://s47484.pcdn.co/wp-content/uploads/Screenshot-2025-01-17-at-14.04.24-1024x734.png 1024w, https://s47484.pcdn.co/wp-content/uploads/Screenshot-2025-01-17-at-14.04.24-300x215.png 300w, https://s47484.pcdn.co/wp-content/uploads/Screenshot-2025-01-17-at-14.04.24-768x551.png 768w, https://s47484.pcdn.co/wp-content/uploads/Screenshot-2025-01-17-at-14.04.24-1536x1102.png 1536w, https://s47484.pcdn.co/wp-content/uploads/Screenshot-2025-01-17-at-14.04.24.png 1860w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> </div></div> <div class="wp-block-kadence-column kadence-column36301_d7229b-80"><div class="kt-inside-inner-col"> <h2 class="wp-block-heading">Objective</h2> <p style="margin-top:0;margin-bottom:0">Facing increased competition for talent, Sutter Medical Group set an ambitious goal: recruit 650 physicians by the end of 2023—a 15% jump from the previous year. The challenge? Stand out in a crowded market and connect with healthcare professionals in meaningful ways.</p> </div></div> </div></section> <section class="kb-row-layout-wrap kb-row-layout-id36301_4a4c9b-03 alignnone wp-block-kadence-rowlayout"><div class="kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width"> <div class="wp-block-kadence-column kadence-column36301_87f639-5d kb-section-dir-vertical"><div class="kt-inside-inner-col"> <h2 class="wp-block-heading">Strategy and Approach</h2> <p style="margin-top:0;margin-bottom:0">We crafted a comprehensive marketing plan that blended data-driven tactics with creativity to maximize Sutter’s appeal. From eye-catching direct mail to tailored digital ads and NPR radio spots, every touchpoint was designed to inspire healthcare professionals to reimagine their future at Sutter.</p> </div></div> <div class="wp-block-kadence-column kadence-column36301_f49772-00 kb-section-dir-vertical"><div class="kt-inside-inner-col"> <figure class="wp-block-image size-large"><img decoding="async" width="1024" height="1024" data-src="https://s47484.pcdn.co/wp-content/uploads/Sutter-SM-Posts-OCT-Post-6-1024x1024.jpg" alt="" class="wp-image-36404 lazyload" data-srcset="https://s47484.pcdn.co/wp-content/uploads/Sutter-SM-Posts-OCT-Post-6-1024x1024.jpg 1024w, https://s47484.pcdn.co/wp-content/uploads/Sutter-SM-Posts-OCT-Post-6-300x300.jpg 300w, https://s47484.pcdn.co/wp-content/uploads/Sutter-SM-Posts-OCT-Post-6-150x150.jpg 150w, https://s47484.pcdn.co/wp-content/uploads/Sutter-SM-Posts-OCT-Post-6-768x768.jpg 768w, https://s47484.pcdn.co/wp-content/uploads/Sutter-SM-Posts-OCT-Post-6-1536x1536.jpg 1536w, https://s47484.pcdn.co/wp-content/uploads/Sutter-SM-Posts-OCT-Post-6-2048x2048.jpg 2048w, https://s47484.pcdn.co/wp-content/uploads/Sutter-SM-Posts-OCT-Post-6-700x700.jpg 700w, https://s47484.pcdn.co/wp-content/uploads/Sutter-SM-Posts-OCT-Post-6-400x400.jpg 400w, https://s47484.pcdn.co/wp-content/uploads/Sutter-SM-Posts-OCT-Post-6-600x600.jpg 600w" data-sizes="(max-width: 1024px) 100vw, 1024px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024/1024;" /></figure> </div></div> </div></section> <section class="kb-row-layout-wrap kb-row-layout-id36301_e2cd79-74 alignnone kt-row-has-bg wp-block-kadence-rowlayout"><div class="kt-row-layout-overlay kt-row-overlay-normal"></div><div class="kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width"> <div class="wp-block-kadence-column kadence-column36301_86d5a8-8c kb-section-dir-vertical"><div class="kt-inside-inner-col"> <h2 class="wp-block-heading">Implementation/Deliverables</h2> <div class="kb-row-layout-wrap kb-row-layout-id36301_6b3bea-c3 alignnone wp-block-kadence-rowlayout"><div class="kt-row-column-wrap kt-has-3-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top"> <div class="wp-block-kadence-column kadence-column36301_bcaafa-38"><div class="kt-inside-inner-col"> <h3 class="wp-block-heading">Marketing Strategy</h3> <p>A roadmap for success: Uptown developed a strategic plan outlining competitive insights, messaging, marketing channels, and budget allocation. This cohesive approach ensured seamless execution and measurable results.</p> </div></div> <div class="wp-block-kadence-column kadence-column36301_52b242-cc"><div class="kt-inside-inner-col"> <h3 class="wp-block-heading">Campaign Logo & Branding</h3> <p>The slogan, “Reimagine Yourself at Sutter” became the heartbeat of the campaign. Paired with engaging visuals, it resonated with physicians looking for a fresh start.</p> </div></div> <div class="wp-block-kadence-column kadence-column36301_61de7e-30"><div class="kt-inside-inner-col"> <h3 class="wp-block-heading">Direct Mail</h3> <p>We created and mailed postcards featuring scannable QR codes that linked directly to campaign landing pages. These tangible, trackable touchpoints drove awareness and engagement among healthcare professionals.</p> </div></div> <div class="wp-block-kadence-column kadence-column36301_d67791-db"><div class="kt-inside-inner-col"> <h3 class="wp-block-heading">Google Ads</h3> <p>A mix of responsive and display ads targeted physicians in Northern California, generating significant impressions and website traffic to highlight Sutter’s opportunities.</p> </div></div> <div class="wp-block-kadence-column kadence-column36301_5ed7c6-39"><div class="kt-inside-inner-col"> <h3 class="wp-block-heading">Paid Social Media Ads</h3> <p style="margin-top:0;margin-bottom:0">LinkedIn ads played a pivotal role in reaching Sutter’s target audience. Adjustments in targeting ensured optimized performance, driving clicks and conversions at key campaign moments.</p> </div></div> <div class="wp-block-kadence-column kadence-column36301_7eb936-a3"><div class="kt-inside-inner-col"> <h3 class="wp-block-heading">Organic Social Media</h3> <p style="margin-top:0;margin-bottom:0">Sutter’s LinkedIn presence received a boost from organic posts, creating a space for long-term engagement and visibility among healthcare professionals.</p> </div></div> <div class="wp-block-kadence-column kadence-column36301_07da74-fc"><div class="kt-inside-inner-col"> <h3 class="wp-block-heading">Radio Ads</h3> <p style="margin-top:0;margin-bottom:0">NPR radio ads brought Sutter’s message to the airwaves, delivering over 2 million impressions in the Bay Area and Valley, solidifying its voice as a leader in the healthcare community.</p> </div></div> <div class="wp-block-kadence-column kadence-column36301_d49f6e-21"><div class="kt-inside-inner-col"> <h3 class="wp-block-heading">Streaming Ads</h3> <p style="margin-top:0;margin-bottom:0">Collaborations with Pandora and SoundCloud added a modern twist, delivering audio and banner ads that reached 174,000 professionals with tailored, actionable messaging.</p> </div></div> </div></div></div></div> </div></section> <section class="kb-row-layout-wrap kb-row-layout-id36301_8c1930-3c alignnone wp-block-kadence-rowlayout"><div class="kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width"> <div class="wp-block-kadence-column kadence-column36301_746da1-51 kb-section-dir-vertical"><div class="kt-inside-inner-col"> <h2 class="wp-block-heading">Conclusion</h2> </div></div> <div class="wp-block-kadence-column kadence-column36301_588f85-5c"><div class="kt-inside-inner-col"> <p style="margin-top:0;margin-bottom:0">By seamlessly blending strategy, creativity and adaptability, this campaign surpassed its recruitment goal, welcoming a significant number of new physicians to Sutter’s network. With a mix of traditional and modern marketing techniques, Sutter Medical Group redefined what it means to be a destination for top-tier healthcare talent in Northern California.</p> </div></div> </div></section> </article> </div> </div> </main> </div> </div> </div> </div> <div id="footer"> <footer> <div class="column-1"> <div id="block-2" class="widget widget_block widget_block"><style>.kb-row-layout-id322d4e-06 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id322d4e-06 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id322d4e-06 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-none, 0rem );row-gap:var(--global-kb-gap-none, 0rem );padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;min-height:350px;grid-template-columns:repeat(2, minmax(0, 1fr));}.kb-row-layout-id322d4e-06{border-top:0px solid #EF4225;border-right:0px solid #EF4225;border-bottom:0px solid #EF4225;border-left:0px solid 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