About Allied Health
Allied Health refers to a diverse group of healthcare professionals who are not doctors, dentists, or nurses but play essential roles in supporting the diagnosis, treatment, and rehabilitation of patients.
These professionals deliver care across all stages of life, providing preventative, diagnostic, technical, and therapeutic services. With their specialized expertise, education, and leadership, they collaborate with healthcare teams to enhance the health and well-being of people in B.C.
Brand Development
Informed by research, Proximis began the campaign brand development. As we had recently led the creative work for the development of the Nursing Jobs BC brand, we were ready to apply our experience to a similar initiative. Working closely with our talented clients at HMBC, we created a visual identity including brand colours, visual elements, typography, icons, and sample graphics. This went through several rounds of options. The key challenge here was that the concept of “allied health” naturally incorporated a mosaic of different professionals – therefore, it would be difficult to encompass everyone with a single colour.
Additionally, the new brand needed to live within the established Health Match BC brand family in an appropriate way -similar, yet visually distinct from the other brands. Eventually, we settled on a visual language that incorporate overlapping circles of three different colours in an arrangement evoking people working together. It was also important to consider the voice that the campaign would communicate in. Noting that the the messaging was extremely technical and precise, the campaign’s voice was determined to focus on clarity and precision, matching the messaging that the client provided us with.
Website
Proximis planned, designed, and built a brand new website called “alliedhealthhobsbc.ca” using the newly established visual identity and key messaging. Developed and designed using WordPress, the website was tailored for seamless viewing on multiple devices and involved search engine optimization for enhanced search visibility and indexing. The website included visuals of allied health professionals and scenic views ofBC’s beautiful landscapes in order to attract international allied health professionals. One challenge that we encountered was the lack of images of real allied health professionals in BC, as very few assets were available. As a result, we were forced to rely on stock photography. These images are intended to be updated at a later date when new assets are available.
Data forms were added to the website in order to allow users to apply directly for profession-specific bursaries. In order to understand at a detailed level how our users were behaving, we created a “funnel breakdown” on the bursary reporting system. This showed us if users were getting stuck on a particular page, ensuring that we would catch any inadvertent errors or complications.Since launch, we have also conducted ongoing site audits to ensure site security and appropriate SEO, well as reliability and performance while also developing a robust plan for content exports from the website.
We have also added additional content to the website as requested, such as a dedicated page for Allied Health Campaign’s first UK & Ireland Roadshow, and ongoing additions to page content. Finally, we are recently completed a major refresh of the website’s design language, bringing it in line with the BCHealth Careers family of brands.
Supporting In-Person Events
HMBC staff organized a series of in-person events in the UK & Ireland, known as the “Roadshow.”In order to support these events, Proximis supported by developing the necessary event collateral. These include presentations, print material, and event booths. We also supported the event by developing and running a separate digital advertising campaign, with unique ads, landing pages, and targeting, specifically to recruit nurses to these events.
Results And Moving Forward From The Initial Launch Phase
With the AlliedHealth campaign now well under way, we are able to review the outcomes reporting and analysis. We have to date been communicating this to the HMBC team through quarterly reports. On a quarterly basis, the campaign is now generating: approximately 30,000 website visitors, ~850 new HMBC account registrations, and dozens of bursary form applications.