Women & Children’s Hospital of Buffalo (WCHOB), one of the top pediatric hospitals in the U.S., was recruiting specialists to join the Maternal Fetal Medicine Division. The (two) positions offered the right individuals a unique opportunity to lead and build the hospital’s Perinatal division, expand its service offerings and create innovative programs while developing their own expertise. In conjunction with the University of Buffalo, the positions would also provide extensive clinical, educational and research opportunities.

Maternal Fetal Medicine specialists (MFMs) are highly sought after doctors as there are more positions available than there are experienced specialists. WCHOB had an upcoming opportunity at a national MFM conference to get their attention, make them aware of the positions available and ultimately get recruits to interview for the positions.WCHOB would be competing against many other top hospitals in top cities across the U.S. and would need to do something unique to help sell the positions, the overall opportunity, the hospital, regional Perinatal Center and Western NY. Their efforts had to be memorable and encourage MFMs to take a closer look at the opportunity after the conference ended.

WCHOB envisioned a DVD that could be distributed at the conference. Instead, SKM Group recommended a unique premium item—a large Buffalo Nickel bearing the URL BuffaloMFM.org. The nickel was intended to start the conversation between the recruitment physician and prospective candidate and deliver the microsite address that would provide all the details an MFM would need to take the next step, including selling points for the hospital, region and Perinatal Center delivered through text, videos, physician testimonials and photography.

The Buffalo Nickels created buzz throughout the conference. In the words of our client,“The web site and recruitment materials continue to be very well received. We have identified two candidates as a result of the campaign—and one of them is due back for a second visit. So far, so good.” (Campaign feedback from John Moscato, Sr., Marketing and PR Manager, Women and Children’s Hospital of Buffalo)