By Times Chronicle Staff
BC is leveraging the ongoing chaos and uncertainty in the US with a targeted advertising campaign aimed at doctors, nurses and allied health professionals in the US encouraging them to “follow their hearts to BC,” as the Province launches a recruitment marketing campaign in Washington state, Oregon and California.
“Our message to US doctors, nurses and allied health workers is strong and clear – there has never been a better time to come to British Columbia, and for Canadian health professionals currently living and working in the US, now is the time to come home,” said Josie Osborne, Minister of Health.
“With the chaos and uncertainty happening in the US, we are seizing the opportunity to attract the talent we need to join and strengthen our public, universal health-care system in British Columbia.”
The campaign, which launched on June 2, 2025, includes video, audio, digital, social media and print ad placements in Washington, Oregon and select cities in California.
The ads will be served across nearly 14,000 digital screen locations, which have been targeted based on a 16 km radius of health-care facilities. The locations are made up of restaurants, grocery stores, ride-share screens and outdoor placements, such as digital billboards, transit shelters and urban panels.
The print advertisements are also being placed in six renowned medical trade publications with total circulation of more than 500,000. The six-week campaign is expected to reach approximately 80 per cent of health-care professionals in the target areas.
Health-care workers will be directed to visit BC’s comprehensive recruitment website to explore opportunities and access personalized support to help with their move.
This announcement builds on actions BC is taking to make it easier for nurses and doctors working in the US to register in the province. In April 2025, the BC College of Nurses and Midwives streamlined the application process so US nurses can be registered in just a few days, compared to the previous average of four months.
The College of Physicians and Surgeons of BC is also working to implement bylaw changes that will allow US doctors to apply directly to become fully licensed in BC without the need for further licensing examinations.
This Province says it’s part of the “Team BC” approach to recruiting health-care workers from the US in collaboration with health authorities, regulatory colleges and other partners, such as local government and communities.
This includes tailored support and guidance in navigating the process, provided free by Health Match BC. Recruiters are highlighting job opportunities in the areas they are most needed, such as cancer care and emergency departments, as well as rural communities facing health-care worker shortages.
Since announcing its co-ordinated recruitment campaign in March 2025, nearly 1,600 people have expressed interest in moving to the province, including 704 doctors and 525 nurses, but the Province hasn’t said how many of these have materialized.
US nurses, doctors and allied health professionals arriving in BC will be able to work in a variety of health-care settings throughout the province, including primary care, where they can be part of team-based care.
“My experience practising in the states has been especially eye-opening regarding social determinants of health and due to the extremely high fees compared to insurance coverage, patients seeking appropriate care is measured against their ability to afford it,” said Dr. Muthanna Yacoub, a US doctor who is planning to start practising in Colwood near Victoria this year.
“The opportunity to practise in British Columbia makes perfect sense to me. It’s time to give my best efforts to communities similar to those that gave me the welcome, safety and compassion in my vulnerable youth.”
