Iroquois Healthcare Association

Integrated marketing campaign recruits an army of new healthcare workers born to care.

B2B , Healthcare

Advertising // Branding // Data & Analytics // Design // Digital // Media Planning & Buying // Research // Social Media // Strategy & Planning

With New York state facing a critical shortage of long-term care workers, Iroquois Healthcare Association turned to Mower’s healthcare marketing experts to attract candidates to hundreds of entry-level jobs.

The catch.

Long hours, low pay and work that is both physically and emotionally demanding don’t rank high on most job seekers’ wish lists.

Who cares?

We reached out to current caregivers to find out why they choose to do what they do. And we learned that some people have an innate desire to help others. In other words, they’re born to care. We’ve isolated that trait—it’s called The Caring Gene®.

The pitch.

A multimedia campaign, including a Caring Gene quiz, helped candidates identify if they had the right DNA, then pointed them to job openings and tips on how to start a career in this rapidly expanding industry.


Tens of thousands heed the call.

The Caring Gene’s impact on recruitment efforts exceeded every expectation, leading IHA to expand the multi-award-winning campaign across the state.

Gold: Digital Marketing Program
Silver: Integrated Campaign
Silver: Total Ad Campaign with TV

First Place: Corporate Image

Gold: Integrated Marketing Communications
Gold: Lead Generation
Gold: Brand Identity


click-throughs to provider job sites


job searches


website visits

We turn brands into friends.

The Caring Gene ® taps into a powerful, universal human insight: that some people are innately caring and will find greater fulfillment in healthcare industry roles than in any other jobs.

Key Brand as Friend® drivers:

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.

The PopUp Link