Proposition Strategy - Cygnet Health Care
How do you capture the attention of highly skilled professionals who are in short supply?
Cygnet needed to stand out at a major psychiatry conference. Simply promoting job opportunities wouldn’t be enough.
By leveraging audience insights and understanding what drives senior psychiatrists, I developed a campaign proposition that spoke directly to their professional values and ambitions.
Through documentary-style and career advice content, the campaign celebrated the importance of psychiatry while offering meaningful growth - positioning Cygnet Health Care as both a thought leader and employer of choice.
Background
My Role: Content Strategy & Production Lead | Crew / Director | Marketing Channels Consultant
The Challenge: The Royal College of Psychiatrists found that between 2013 and 2023, consultant psychiatrist numbers grew by only 5.8%, leaving a shortfall of 690 consultant psychiatrists. When highly skilled professionals are in short supply, how do you capture their attention?
Cygnet Health Care was attending a key psychiatry conference in their annual calendar. As a major sponsor with a keynote talk and recruiters available to speak with psychiatrists, they needed to make a meaningful statement that would resonate with senior psychiatry talent.
The challenge was to go beyond typical promotional content and create something that not only celebrated psychiatry but also highlighted the pivotal role psychiatrists play in delivering modern, meaningful mental healthcare - while supporting them in taking the next step in their careers.
A Proposition That Goes Beyond Promotion
Senior psychiatrists are motivated by meaningful work, curiosity, and the desire to make a direct impact. We conducted interviews with senior psychologists, recruiters, and analyzed sector data to build a clear audience profile.
This insight informed a proposition that not only stood out in the market but also created content that resonated, inspired, and prompted psychiatrists to think about their careers.
Understanding the psychology of psychiatrist
"The Pursuit of Meaningful Impact"
I developed this proposition to stand out. Was it intended to promote Cygnet as a great place to work for psychiatrists? Yes, but we needed something sophisticated to capture their attention and tap into what is fundamental to psychiatrists and human behaviour.
“The Pursuit of Meaningful Impact”
Most organisations talk about how their employees can have “impact,” but I aimed for something deeper. “Pursuit” reflects passion and a thirst for knowledge, while “meaningful” relates to providing the best solutions for those in need – the patients.
The Pursuit of Meaningful Impact was the vehicle to ensure we did justice to both the audience and the campaign.
The Pursuit of Meaningful Impact
A series packed full of content: Hero film, documentary, thought leadership and careers advice for psychiatrists.
Meaningful Impact?
The feedback from the Medical Director and the CEO of Cygnet was exceptional. They loved the proposition and the content that came with it.
It was something the Medical Director was proud to take to the conference and there was a really positive reception at the conference, including highly engaging conversations between the recruitment team and psychiatrists.
This was a great first step in what will be an extensive campaign rolled out in the coming months.