Hallmark, a leading healthcare workforce management technology company, has launched an innovative brand campaign addressing one of healthcare’s most pressing issues—clinical staffing shortages.
By leveraging humor and cutting-edge generative AI, the campaign highlights the downstream effects of clinician shortages, including burnout, patient safety risks, and unsustainable labor costs.
The Campaign: A Fresh Take on Staffing Challenges
Hallmark’s campaign features a series of AI-generated commercials using humorous visual metaphors such as:
“In a Pickle” – Illustrating the tough choices nursing executives must make
“Hair on Fire” – Representing the high-stress nature of last-minute staffing crises
“Between a Rock and a Hard Place” – Showcasing the impossible balancing act of hospital staffing
“These lighthearted, yet impactful, ads make a powerful statement: hospitals are stuck in a frustrating, unsustainable cycle of clinical staffing, and it’s time for a smarter solution that provides the flexibility clinicians want and the internal-first prioritization healthcare leaders desperately need,” said Matt Resteghini, Chief Marketing Officer at Hallmark.
The Solution: Internal-First Staffing with Einstein II
The campaign’s tagline—“Don’t just outsource—insource”—reinforces Hallmark’s commitment to building stronger internal workforce pools rather than over-relying on costly contract labor.
Hallmark’s Einstein II contingent labor platform offers an integrated approach by:
Prioritizing internal resources – Deploying an Internal Resource Pool (IRP) before relying on external agencies
Integrating Vendor Management Solutions (VMS) – Allowing seamless workforce coordination
Reducing labor costs – Minimizing reliance on expensive contract workers
Enhancing clinician autonomy – Providing greater scheduling flexibility and job satisfaction
2025 Workforce Trends: Why Flexibility is Key
Hallmark’s 2025 Workforce Trends Survey of 1,200 senior healthcare executives reveals:
Flexibility is just as important as pay in attracting and retaining nurses
98% of executives plan to expand contingent labor options
92% intend to invest further in flexible staffing technologies
Campaign Spotlight: AONL Conference in Boston
Hallmark’s campaign will debut at the AONL Conference in Boston, featuring interactive experiences, including:
The “Pickle Booth” – A fun, photo-ready activation for attendees
CNO Confession Booths – A space for nursing executives to share real staffing challenges
About Hallmark
Hallmark is a pioneer in healthcare workforce management technology, offering AI-driven staffing solutions that optimize labor costs, enhance workforce flexibility, and improve patient care.
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