Communicating Values & Attracting Doctors: A National Campaign

Lambeth Healthcare, one of London's established GP federations, faced two interconnected challenges.

First, as the organisation evolved, there was a need to clearly communicate its values, vision and goals to the GP practices within its network. Brand engagement across the federation was inconsistent, and many GPs were unfamiliar with the direction Lambeth Healthcare was taking.

Second, like many areas of the NHS, Lambeth was struggling to attract doctors. Recruiting GPs to work in a specific London borough required more than a job listing — it required a compelling case for why Lambeth was a great place to build a career in general practice. The campaign needed to reach doctors nationally, not just locally.

We developed a comprehensive communications and recruitment strategy that tackled both challenges simultaneously.

We produced a brand film introducing Lambeth Healthcare's values, vision and the impact of their work across the borough — designed to strengthen engagement within the federation and give GPs a clear sense of the organisation's direction.

Alongside this, we built a new website that better represented the brand, introduced the federation's vision and served as a hub for recruitment activity.

To support the national recruitment drive, we created a series of digital adverts targeted at GPs and doctors across the UK, running paid campaigns on Facebook, Instagram and LinkedIn.

We also helped organise and promote 'Lambeth Careers' — a week-long programme of online events and webinars where doctors from around the country could learn about career opportunities in Lambeth. We sourced attendees from across the UK using targeted social media advertising.

The campaign was supported by extensive graphic design work including brochures, billboards and branded materials to reinforce the message across every touchpoint.