1. Identifying key focus areas for MOHH’s content

Brew sat down with MOHH and performed an analysis of current social media and youth trends to determine:
– What type of content MOHH wants to put up
– What MOHH’s target audience (students aged 19 to 23) want to see
– Identified social media trends that resonated well with MOHH’s target audience

2. Creating engaging content

After identifying focus points for our content, we decided to produce short-form videos which are posted on Tik Tok and Instagram along with a series of articles.

3. Short form videos

We chose to produce short-form videos that allowed us to present information and educate viewers in an entertaining manner. The scholars featured come from a variety of healthcare specialties which ensures that all professions are represented.

Through the use of videos, we can present a large quantity of information in a relatively small package.

For example, some of the scholars featured spoke about their experiences working in healthcare, debunked myths about their profession, and even shared stories with an emotional side.

All of this gives potential applicants a glimpse into the possibilities available to them and what they can expect from a career in healthcare. It also allows us to build relationships with our audience and encourages them to explore what MOHH has to offer.

4. Scholar feature articles

Having first engaged audience members with the videos we produced, we created articles to provide potential applicants with additional resources for them to refer to.

Each article has a unique theme i.e. community, family and aims to showcase a more personal side to MOHH’s scholarship recipients. Our copywriter also personally interviewed every scholar featured to ensure that every article is accurate and genuine.

By focusing on different themes and sharing firsthand experiences of current healthcare scholars, we aim to resonate with various aspects of the readers’ lives and aspirations.

From life stories to advice and anecdotes about work as a healthcare professional, these articles are written to provide potential applicants with additional context and a deeper understanding of what a career in healthcare entails.

For example, an individual whose interest has been piqued by a nursing video may want further detail about a career in nursing, what types of scholarships are available or what life studying overseas is like.

Our articles address these questions by giving readers a behind-the-scenes look into the lives of our healthcare scholars.

In this way, our carefully curated content serves as a bridge connecting potential scholars to the healthcare world, guiding them through the consideration phase and providing them with the essential tools to evaluate whether healthcare is right for them.

5. Visuals

We implemented the use of eye-catching visuals on Instagram with some details about the scholars to encourage viewers to read the articles we wrote.

Here are some examples: