01 The Challenge
Physicians are recruited nationally, and a health system outside a major metro has to overcome the assumption that it is small, rural and limiting. CentraCare had the numbers to disprove that and a compelling case for the life its physicians lead, but no destination built to make that case to a specialist with a specific question in mind.
02 The Approach
Instead of one page with tabs, the site is a hub with a dedicated page for each specialty being recruited. A gastroenterologist lands on gastroenterology: the endoscopy centre, the production range, the practice models on offer. Relevance is what earns the scroll.
The hard numbers come first. Hospitals, clinics, physicians, revenue and compensation ranges sit near the top of every page so the scale of the system is settled before the softer story about teams, teaching and life in Minnesota begins.
The ask is a conversation, not an application. Start the Conversation asks for a name, email and phone number and nothing else required, and the page after submission continues the brand rather than dropping the physician on a generic confirmation.
03 The Outcome
Same Hands launched in September 2026 with a recruitment destination CentraCare’s team can send any physician to, and a page for each priority specialty that answers the questions a candidate would otherwise have to ask.
