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About Air MethodsAir Methods is the leading air medical service, delivering lifesaving care to more than 70,000 people every year. With nearly 40 years of air medical experience, Air Methods is the preferred partner for hospitals and one of the largest community-based providers of air medical services. United Rotorcraft is the Company’s products division specializing in the design and manufacture of aeromedical and aerospace technology. Air Methods’ fleet of owned, leased or maintained aircraft features more than 450 helicopters and fixed wing aircraft.
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ChallengeAir Methods has bases across the country and was facing a shortage of flight paramedics and flight nurses, specifically at their bases located in rural areas.
Millions of Americans live in communities without a hospital or emergency room nearby and must travel long distances to get care, leading to delays in receiving treatment. These communities rely on emergency air medical services to help people suffering a heart attack, stroke, or another life-threatening health emergency who may need to be transported to a more specialized facility, like a cardiac or stroke clinic, which is better equipped to treat their condition. Staffing the air medical base operations in these rural areas with qualified flight paramedics and flight nurses is incredibly difficult due to their location and lack of opportunities for candidate families. Air Methods needed to develop a marketing plan to recruit qualified candidates and share the benefits of this unique opportunity, despite the challenging location. |
SolutionAs the Marketing & Communications Manager, I led the effort which began with conducting a survey of current employees to understand not only why they chose this profession, but why they chose this air medical service provider. The goal was to identify common traits shared among current employees that were also desired in potential candidates, as well as to determine what messaging would resonate with potential candidates.
We worked with Human Resources to develop target audiences based on the air medical base locations that had the greatest need, as well as competitor base locations, and nearby hospitals. Additionally, we developed audiences based on interests (emergency medicine, healthcare, aviation, etc.) and professional affiliations and associations to further expand the potential candidate pool. The team then developed key messages and paired that with eye-catching imagery to create dynamic social media ads and profile posts, as well as programmatic digital ads served to the target audiences. |
ResultsThe data-driven strategy resulted in an increase in applications by 53% for both positions, and Air Methods established itself as the preferred employer against its competitors.
Impressions
Flight Paramedics = +76.37% Flight Nurses = +67.46% 
Website Visits
Flight Paramedics = +34.87% Flight Nurses = +28.19% |