Growing Their Own: How Video Became a Precision Marketing Tool for Pediatric Residency Recruitment
At Memorial Health Dwaine & Cynthia Willett Children’s Hospital of Savannah, a pediatric residency recruitment video does more than tell a story; it accurately positions the program, attracts residents who thrive in its model, and helps build a sustainable pediatric workforce to support a vast regional footprint.
// By Susan Dubuque //
Across the country, health systems struggle with a familiar challenge: recruiting and retaining pediatricians willing to practice outside major academic medical centers, particularly in regions that span suburban growth corridors and rural communities. Children’s Hospital of Savannah faces that challenge head-on with a strategy rooted not in scale, but in precision.
For years, the organization’s pediatric residency program has focused on “growing its own” — training physicians who value close mentorship, meaningful responsibility, and deep ties to community — then supporting them as they choose to stay and practice locally.
“In 2025, we sharpened our strategy with a new residency recruitment video that goes beyond promotion, presenting the program through honest, personal storytelling,” says Bryna Gordan, marketing manager at Memorial Health. “The result was a marketing asset that attracts residents who will thrive in our program and, in turn, helps expand access to pediatric care across the service area.”
Continue reading to discover how a carefully positioned video became a catalyst for stronger recruitment, clearer expectations, and a pediatric pipeline designed to last.