Case Study: BMI Healthcare attracts top theatre nurses with The Foundry Healthcare's recruitment campaign

BMI Healthcare recruits 1.5m outpatients’ worth of top theatre talent with The Foundry Healthcare

BMI Healthcare, a major UK private healthcare provider, faced the challenge of recruiting top theatre nurses from the NHS. To attract this talent, they needed a compelling recruitment campaign that would set them apart. The Foundry Healthcare conducted in-depth qualitative research to uncover the key motivations for nurses considering a move to private care.

The Foundry Healthcare's research revealed that theatre nurses sought better hours, more variety, and a greater sense of value within a team. This insight inspired the creative "Our theatre. Your stage…" press campaign, which used dramatic imagery to position BMI as a place where every nurse plays a vital role and enjoys the spotlight. The Foundry Healthcare developed this strategic campaign to effectively communicate these benefits and help BMI attract the industry's best talent.

BMI Healthcare