Return to General Practice in Scotland


Reach and Engage UK ex-pat GPs working in Australia, Canada and New Zealand and persuade them to consider returning to General Practice work in Scotland


  • The campaign was preceded by an extensive discovery phase to gather valuable insights about the hard-to-reach audience NHS Education (NES) sought to engage. This included an online survey and telephone interviews with ex-pat GPs and a few GO ‘Returners’ who represented our best prospects
  • Creation of new ‘explainer’ content, including video, to publish on web and social, which provided time-pressed working ex-pat GPs with an at-a-glance briefing addressing typical concerns (and some misconceptions) about returning to General Practice in the NHS. We sought to emphasise the fast, funded and streamlined program NES put in place to entice expat GPs
  • A precision-targeted facebook campaign, amplified by retargeting of web visitors and people engaging with NES social content, which blended information-rich guides to more explicit calls-to-action
  • An influencer outreach program to extend the NES message into many localised GP online communities and higher profile professional networks such as
  • A PR campaign which secured coverage in specialist health professional media that even included a feature on the Australian Government’s official website



NHS Education for Scotland – public sector/NFP – digital strategy, website, digital and social campaign strategy and delivery, brand and marketing strategy and delivery, content marketing