Love to Locum: Taking Loyalty Programs to New Heights with Charterhouse Medical

Locums play a vital role in our healthcare service. They deserve to be rewarded
for their dedication and hard work. What better than a loyalty rewards program – creating community engagement and commitment around travel and fitness.

Charterhouse Medical is a leading Australian medical recruitment company
that considers all locums as valuable members of its flexible workforce.
Loyalty incentives were in place to attract and retain qualified medical professionals, but they were not widely promoted. When the Charterhouse
team discovered that locums were actively looking for ways to increase their frequent flyer points – even exchanging ideas via a closed Facebook group –
they saw an opportunity to make a difference. After discussions with Qantas
and Fitness First, they approached us to design an attractive campaign for
a new locum loyalty rewards program.

Our Approach

We decided to create a fun, fresh lifestyle brand as an extension of the Charterhouse Medical corporate brand.* The Love to Locum microsite is a key
part of the campaign, providing clear information about the new loyalty rewards program. Our design team combined bright and bold text with eye-catching images, while copy was kept concise. A moving arrow graphic encourages readers to scroll down the page to an enticing call to action – and the opportunity to take their loyalty points to new heights!  We also developed a range of assets, optimised
for all platforms, for a two-phase campaign launch on Charterhouse Medical’s social media channels (Facebook, LinkedIn, Instagram and corporate website)
and AdWords.

Campaign Elements:

The Result

The response to the Love to Locum campaign has been extraordinary!
Information about the loyalty rewards program has been shared across social media and by word of mouth, even reaching that closed Facebook group of frequent flyer enthusiasts. All of Charterhouse Medical’s current locums have signed up for the new program. Additionally, the company has seen a 25% increase in new locums joining their talent pool since the launch. With two more loyalty partners set to participate in the program in 2020, exciting times lie ahead for our client and their locum community. The sky’s the limit. Or is it?

*Freckle has previously worked with Charterhouse to redefine their corporate brand identity. Read more about that journey here