Recruiting healthcare professionals is
a major challenge for all U.S. armed forces.
The Navy's answer is an integrated marketing push in Chicago, Los Angeles, New York and San Diego targeting early career physicians, nurses
and dentists, 26-32.
Developed by Navy Recruiting Command and its agency partners VML and WPP Media, the campaign employs technical language geared to a select audience.
“In the Navy, medicine makes the mission,” explained Megan Sousoulas, VML creative director. “The essential services that Navy healthcare professionals provide to sailors around
the world keep naval operations at peak performance. The Navy is engaging with this niche audience on their level and showing the impact a doctor, nurse or dentist can have on a sailor’s life,
as well as the personal and professional benefits a Navy healthcare career provides.”
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The campaign is relayed via digital OOH messaging in grocery stores, gyms and other high-traffic
locations near the major healthcare districts and medical facilities in the four priority markets. Other elements include connected TV, online video, paid social media and paid search, affiliate and
jobsite partnerships. The YouTube series “Medicine
Unscripted,” features current Navy healthcare professionals sharing the benefits of a naval career with their civilian counterparts. Autonomy, work-life balance and answering a higher call
are cited.
“As the U.S. continues to face a significant shortage of healthcare professionals, it is important to highlight the rewarding experience of serving on the world’s
greatest team, while caring for the most deserving beneficiaries in the world — the men and women who wear and have worn the cloth of our nation and the families who support them,” said
Rear Admiral Rick Freedman, acting Navy Surgeon General.
In January 2025, the Navy launched a "Spotlight" campaign targeting 17-30-year olds.