Kurashiki Central Hospital: Surgeon Tryouts [image]

Credits & Description:

Agency: Hakuhodo, Tbwa\Hakuhodo
Brand: Kurashiki Central Hospital
Country: Japan
Advertising Agency: Tbwa\Hakuhodo, Tokyo
Entrant Company: Tbwa\Hakuhodo, Tokyo
Media Agency: Tbwa\Hakuhodo, Tokyo
Pr Agency: Tbwa\Hakuhodo, Tokyo
Production Company: Tyo Monster , Tokyo
Additional Company: Tyo Monster , Tokyo
Design Agency: Tyo Monster , Tokyo
Producer: Koji Togoe (Hakuhodo Products)
Copywriter: Takeshi Ogasahara (Hakuhodo)
Retoucher: Yuji Hatakeyama (Hakuhodo Products)
Creative Technologist: Masashi Matsukura (Tbwa\Hakuhodo)
Art Director: Yuki Tokuno (Tbwa\Hakuhodo)
Executive Creative Director: Kazoo Sato (Tbwa\Hakuhodo)
Production Designer: Satoshi Fukuda (Office Planar)
Designer: Hyewon Choi (Tbwa\Hakuhodo)
Photographer: Yukichi Kamei (Hakuhodo Products)
Synopsis:
In Japan, public trust towards its hospitals was waning. Medical mishaps and incidents had increased 2.5 fold in the last decade. Traditional examinations for surgeons in Japan included only written tests and interviews. For many years, this academic-centric approach had not changed. That is, they could become doctors only with medial knowledge.Kurashiki Central Hospital, one of the Japan's largest, also operated under these standards. For the betterment of the medical profession, a new paradigm was needed, and fast. 
Strategy:
A recruiting test that disrupted conventional methods. -Target audience-The target was all aspiring surgeons and medical school students across Japan. They are the elite of academia. However, out in the field, something bigger than your knowledge or technique gets tested. Making decisions under severe pressure, the mental strength, agility and dedication required...As students, they have yet to experience these very real pressures. -Communication Strategy-True strength of character is revealed under such tense circumstances. We carried out a new kind of test which will stretch these future surgeons' strengths to the limit. Our idea was to create engagement with medical university students and budding surgeons by intentionally placing them in very challenging professional situations.
Outcome:
Surgeon tryouts brought about reactions from not only med students but also the nation. As a result, SURGEON TRYOUTS has changed the status quo of health care.- Recruiting website traffic shows over 300% increase- Over 400 counts of media exposure- Social engagement up by 1845%- 52+ million media impression- This tryouts has earned media value of $ 3million- Number of applicants increased 194%- Climbed 61 places in 'Desirable place of work' ranking. - Engagement with med students up to 151%- 31 new doctors were employed
Campaign Description:
SURGEON TRYOUTS disrupted the inherited practices of how surgeons are hired in Japan. We had to meet the need to test entrant eyes, hands, nerves and souls.These 3 tests were prepared to test these talents of entrants. Announcement of the test was made to students in posters that depicted the extreme detail of the tryouts.Without using image synthesis, we express its reality and tense atmosphere .Those with the faculties to overcome these tests inherit the confidence and resolve to become the people who will shoulder the future of medical care in Japan. Plus, these tests gained the strong support of the people who were beginning to lose faith in their health care professionals.
Execution:
_We distributed posters to all medical universities (and medical departments of other universities) in Japan. We built a dedicated website in the hospital and announced the 3 tests. People could apply via the website. _We carried out the tryouts at the TOKYO BIG SITE venue and our hospital. Med students took part in 3 separate tests, 15 minutes per test. Test 1 We prepared minute origami sheets (1/100 of usual size) The challenge was to see how many 5mm origami cranes could be folded. Test 2The head,thorax,abdomen,wings and feet of an insect were prepared. The challenge was to reassemble the insect to what it originally looked like. Test 312 kinds of raw fish, rice and nori seaweed was prepared. The challenge was to create sushi at 1/400 of usual size.These tryouts were filmed and made into a documentary/web movie, that was uploaded to the website.