Primary Health Care

CASE STUDY: Using research to inform marketing strategy.

Ellis Jones  •  Tuesday March 22, 2016
Design  •  Health & Ageing


Primary Health Care Limited is one of Australia’s largest listed healthcare organisations, employing over 11,000 staff. Primary have over 70 medical centres throughout Australia, which integrate the practices of GPs, Nurses, Dentistry, Physiotherapy and Specialists.


When Primary Health Care announced its FY15 results last year, it also identified some drivers for future growth, one of which was the recruitment and retention of health care practitioners. With a strategy for growth, which includes increasing its footprint of medical centres, Primary recognised the need to attract the best and brightest Doctors to continue to meet patient demand. In late 2015, Ellis Jones was appointed to work with the Primary marketing team to develop and implement a GP recruitment campaign.

The campaign responsibilities included:

  • Developing a new campaign concept
  • Gathering insights and research
  • Updating the current Primary Health Care Doctor website
  • Advertising
  • Content creation


To understand what informs and influences the employment and career decisions of Doctors, market and competitor research and qualitative interviews were conducted with some lead independent Doctors at Primary Health Care. This approach drew on Ellis Jones’ Research as Engagement model, with stakeholders engaged both to gather information and gain input on the creative campaign.

Using this feedback and information, a creative concept called “Find your own path” was developed, which was incorporated into the Primary Doctor website, advertising and collateral. The campaign was also integrated into the work of the recruitment team, to ensure consistency across the Primary business in terms of approach, language and messaging.


The Research as Engagement approach not only secured the required insights for the Primary campaign, it paved the way for future consultation and collaboration with key internal stakeholders. Moreover, using these insights, Ellis Jones delivered a strong visual campaign to Primary Health Care that differentiated Primary from other health care groups and highlighted the key benefits of working at Primary to potential GP recruits.

See the campaign design case study here.

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