A media story about a new campaign to recruit doctors to a rural Ontario county caught my eye this week.

The county and a hospital have partnered on a project that will try to lure young doctors. A retired hospital employee has been hired on a six-month contract to lead the project. A website is now in development.

The saga of yet another community struggling to attract doctors is certainly not new. And just about every community is trying to development campaigns and websites to attract them.

In the news story, it’s reported that the new recruitment website will “promote the lifestyle the county has to offer, such as hiking and biking trails, schools, dance schools for children and minor sports.”

Did your red flag shoot up? Mine sure did. It sounds like Anytown, Canada.  Dance schools for children, schools, hiking and biking and minor sports are common attributes of virtually every community. Rarely do these separate one community from another. Sure, they are lifestyle benefits, but they are very likely not distinguishable enough for young doctors selecting between Community A or Community B.

On the surface, it would appear that this doctor recruitment campaign still needs to find its unique brand personality.

Lifestyle benefits most certainly can work for a campaign. But you really need to take a critical look at what lifestyle benefits set you apart from the competition.

Planning a campaign, whether it’s doctor recruitment, or something else? Ask yourself these three key questions:

1. What is your unique brand personality?
2. What has been done before? (not just by you, but by others)
3. What can be done that’s fresh, new?