Cygnet Health Care - The OT Life Content Hub for Occupational Therapists
Recruiting Occupational Therapists is just one of the many challenges in health and social care. When the right talent is hard to come by, advertising job vacancies isn’t enough. We needed to earn people’s attention by sharing the experiences, opinions, and advice of Occupational Therapists at Cygnet. We wanted to help OTs in the next step of their career, whether they ended up joining Cygnet or not. So we planned and produced a content hub called The OT Life.
The OT Life.
We ran discovery workshops with Occupational Therapists at Cygnet to identify challenges, points of difference, and content topics. This helped us create The OT Life and plan a host of content and then curated it all on a microsite:
The OT Life Podcast
Video Chat Series
The OT Life Video Interviews
We then serialised the content across social media and used The OT Life to stand out amongst the competition in The OT News magazine. All of this to drive up awareness and interest in Occupational Therapy at Cygnet Health Care.
Full page display ad in The OT News
Sharing guide for Occupational Therapists at Cygnet Health Care
This was collaboration in action. We worked with Cygnet Health Care’s content and digital partners to ensure the branding was on point and that the content hub design/build and asset creation was in line with the strategy. We also worked with a paid media partner to amplify the advertising assets.
“A lot of work has gone into our EVP, lots of research and A/B testing. Chris has helped us take it to the next level by making it more than Cygnet and making it relevant to the entire healthcare sector. It's truly evolving. He is also a pleasure to work with!"
ROWAN MARRIOTT HEAD OF RESOURCING, CYGNET HEALTH CARE