British Columbia has launched a targeted advertising campaign across three U.S. states to recruit doctors, nurses and other health professionals, as the province works to address critical staffing gaps in its healthcare system.
The six-week marketing push, which began June 2, targets healthcare workers in Washington, Oregon and California through video, audio, digital and print advertisements. The campaign aims to reach approximately 80 per cent of healthcare professionals in those areas.
“Our message to U.S. doctors, nurses and allied health workers is strong and clear – there has never been a better time to come to British Columbia, and for Canadian health professionals currently living and working in the U.S., now is the time to come home,” said Josie Osborne, Minister of Health.
Growing interest from U.S. healthcare workers
Since BC announced its coordinated recruitment strategy in March, nearly 1,600 people have expressed interest in moving to the province, including 704 doctors and 525 nurses.
The advertising blitz includes placements across nearly 14,000 digital screen locations within 16 kilometres of healthcare facilities, targeting restaurants, grocery stores, ride-share screens and outdoor digital billboards. Print ads will appear in six medical trade publications with a combined circulation of more than 500,000.
Healthcare workers are directed to BC’s recruitment website where they can access personalized support through Health Match BC to help navigate the relocation process.
Streamlined registration process
The province has worked to remove barriers for U.S. healthcare professionals wanting to practice in BC. In April, the BC College of Nurses and Midwives streamlined its application process so U.S. nurses can register in just a few days, down from the previous four-month average.
The College of Physicians and Surgeons of BC is implementing bylaw changes that will allow U.S. doctors to apply directly for full licensing without additional examinations.
Municipal partnerships expand recruitment efforts
Local governments are partnering with the province to attract healthcare workers. The City of Colwood operates its own family medicine clinic in partnership with BC, offering municipal benefits packages while handling administrative tasks for physicians.
“Local governments like Colwood are uniquely positioned to positively impact the well-being of residents through community planning, recreation and active living. Working with provincial partners to ensure residents have a family doctor is a logical next step,” said Doug Kobayashi, mayor of Colwood.
Dr. Muthanna Yacoub, a U.S. physician planning to join the Colwood Clinic this year, cited BC’s universal healthcare system as a key attraction.
“My experience practising in the states has been especially eye-opening regarding social determinants of health and due to the extremely high fees compared to insurance coverage, patients seeking appropriate care is measured against their ability to afford it,” said Yacoub. “The opportunity to practise in British Columbia makes perfect sense to me.”
The recruitment campaign forms part of BC’s “Team BC” approach, coordinating efforts between health authorities, regulatory colleges and community partners to address healthcare worker shortages, particularly in cancer care, emergency departments and rural communities.
