John Peter Smith Hospital was founded in the late 1800’s as a place where individuals from all walks of life could have exceptional medical care. In the early 1900’s, the Fort Worth Medical College opened, later finding it’s permanent home at John Peter Smith hospital. As Tarrant County has grown, so has JPS; now with over 500 beds and over 1,000,000 million patient encounters per year. The hospital serves an extremely diverse patient base, as such there is extraordinary diversity in the types of cases that come through the health network – making it an ideal place for residents to do their training. However, competition for top resident candidates is at an all time high – with the nations top teaching hospitals vying for the best and brightest.
Through the years, John Peter Smith Hospital has grown to become the largest hospital-based family medicine residency program in the nation. In 2006 the organization came to Schaefer Advertising with a challenge: it wasn’t satisfied with the fact that it was one of the biggest programs out there – it wanted to be perceived as the very best and attract top performing medical school graduates.
Schaefer got right to work by delving deep into the minds of the future’s best family medicine physicians. We conducted a qualitative research study – interviewing current residents and observing them on their rounds. Through this, we found that the cream of the crop was more than just high IQs with the desire to own a medical practice – we uncovered that there was something deeper at work in the minds, and more importantly in the hearts of these residents. We found that these individuals are passionate about making an impact in their communities. They have a true love of medicine going far beyond “practicing medicine”. They were missional in their cause, believing that they were helping contribute to a greater good. Further, these professionals enjoy a rigorous challenge. JPS offered the ideal package with diverse clinical experience and a heart for serving the medically underserved. Schaefer revamped the entire brand strategy for the residency program, creating an emotional connection with students and painting a picture of their future identity as a top family medicine resident. In nine years, applications have increased nearly 300 percent and test scores show that the program is attracting top students. Best yet, in 2014, U.S. News & World Report and Doximity ranked JPS among the top three family medicine programs in the country. Now JPS is one of the biggest programs, proudly training the best.