The role of a Physician Associate is relatively new, developed by the government to act as an additional level of support between doctors and nurses. But the role is misunderstood. Even GP’s underestimate the benefits that a Physician Associate can add to their practice.
The campaign objective was two-fold. Firstly, it was to attract existing Physician Associates to consider a career in a mental health setting. Secondly, it was to continue to promote the value of the role to GP’s.
So it was our strategy to show the vital role that Physician Associates play in improving the lives of patients by using their medical expertise to connect physical health with mental health.
We came up with the positioning statement “Your future in mind”.
It is a double entendre. It acts as a call to action and was used as the campaign hashtag. It also insinuates the support that Physician Associates will get from the Royal College of Psychiatrists as they develop their career.
We commissioned Peter Schiazza to create an impactful set of portraits of an amazing bunch of Physician Associates at Birmingham General Hospital.
These acted as the ambassadors of our campaign that is to be rolled out on a shiny new website, at careers events and across social media.
