Record-breaking number of doctors applying to be GPs

What we achieved

  • Strategy

    Audience Research, Long-Term Content Strategy, Proposition and Messaging Platform

  • Creative

    Approach and Concept Development

  • Production

    Hero Films, Case Study Films, Social Content, Animations, Podcasts, Print Design, Multichannel Assets, Campaign Delivery, Reporting and Evaluation

For the last two years, we have partnered with Health Education England (HEE) to exceed ambitious annual government application targets for GP training.

By challenging negative perceptions about the career and building a dedicated online community, we have successfully boosted the number of newly qualified and existing doctors applying for GP training.

In the long term, this could help to change the face of general practice for years to come and help relieve the shortage of GPs who deliver millions of patient appointments every day.

Mobile phone displaying a Facebook post promoting Health Education England's podcast series..
Dr Christopher Lutterodt from NHS GP recruitment campaign

Our approach started with audience insight.

Partnering with HumanKind Research, we homed in on key influences, barriers and misconceptions around general practice. Based on these new insights, we developed a unique overarching messaging platform and content strategy to highlight the benefits and flexibility a career as a GP can offer.

Next? A comprehensive content plan that covers every stage of a doctor’s decision making journey, from exploration and consideration right through to application. This is delivered across 3 application rounds a year and includes high profile GP influencers from TV programmes such as ITVs This Morning, Channel 5’s GPs Behind Closed Doors and BBC News.


Website Visits

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Increase in Applications

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Social Audience Growth

Mobile phone displaying an animation from Health Education England's content strategy.
  • Against a difficult media backdrop, our quest to raise awareness of the benefits of a career as a GP triumphs! Never has so much been achieved to positively influence so many!

    Senior Communications Manager – HEE
  • The ‘One career, endless opportunities’ campaign without a doubt influenced by decision to apply for GP training.


    Applicant – GP Training

The result is a varied, dynamic and authentic campaign that spans across social media ads, flagship hero films, insightful case studies, FAQ and career path animations, print and podcasts – and that’s just the start!

We’re really proud to have grown the Facebook community by 48% and generated more than 100,000 visits to the #ChooseGP website. Above all, the best outcome is the continued rise in the number of doctors applying for GP training each year – as part of our ongoing journey with Health Education England.

  • EVCOM Film Awards

    Recruitment and Induction