Definitive Healthcare, a health care commercial intelligence company, and Highwire PR launched a campaign to promote a data-driven analysis of the health care workforce, illustrating the impact of turnover among physicians, social workers, therapists and advanced practice practitioners. The report offered a detailed perspective on how many and what types of workers were leaving the industry, aiming to help health care organizations prepare for the next wave of retirees and potential vacancies.

The campaign won silver for Creative Data Campaign of the Year among suppliers, vendors and pharmaceutical companies in the Healthcare Marketing Impact Awards 2023.

The report found that more than 230,000 health care professionals left the profession in the fourth quarter of 2021. Roughly half of those who left the industry were physicians, and about a third were nurse practitioners. Of the physicians who left the industry, about a third practiced in primary care and mental health. Highwire PR pitched the findings to media outlets in conjunction with relevant breaking news, such as regional nurse strikes.

Within two weeks of the report going live, it was covered by more than 20 media outlets. More than 60 have covered the report to date, including CBS, The Wall Street Journal and US News & World Report, Highwire said. Overall, Definitive’s year-over-year coverage more than doubled from 160 to 394 reported placements, according to Highwire.