Connecting healthcare professionals with Opalus

The primary aim was to help new startup Opalus find their brand voice and articulate their mission with a brand strategy that would set them apart in their industry.

CLIENT

INDUSTRY

Healthcare Recruitment

ROLE

Brand Strategist

01 - THE CHALLENGE
02 - UNDERSTANDING

With a pretty tight turnaround for this project, I needed to work fast to understand the brand. Due to the company being new, there was very limited data, so I set out to discover as much as I could about the healthcare recruitment industry online.

Using resources such as Reddit, healthcare forums, online communities, and social media, I built up a picture of the target customer: Irish doctors.

Within this customer segment, there were two different types of doctor: those seeking permanent jobs, and those seeking locum (contract) jobs.

While their career paths differed, the common thread was a shared frustration—both groups felt overlooked and unsupported by traditional recruitment agencies. There was a pervasive stereotype in the industry that recruiters were only interested in the commissions they earned, rather than the wellbeing of the doctors they placed.

03 - THE strategy

But the common thread between the two was that they weren’t getting the care or support they needed to find a new position.

We needed to break away from the stereotype that healthcare recruiters only care about commission.

The brand needed to stand out by shifting away from the impersonal, transactional nature of traditional recruiters. Instead, Opalus would be positioned as a compassionate partner, with a core mission of supporting doctors and healthcare institutions alike. The focus would be on building lasting relationships, not just filling vacancies.

This insight formed the foundation of our strategy: we needed to show that Opalus was different. Our focus became demonstrating a personalized, care-centric service that goes above and beyond to support doctors on the front line. At Opalus, we positioned the brand as not just filling vacancies, but ensuring the right match for both the doctors and the hospitals they serve.

04 - THE STORY

The result was a brand narrative that reshaped the perception of healthcare recruitment, putting care at the heart of Opalus' mission.

Because when the pairing is right, everyone wins.

  • Hospitals feel supported.

  • Doctors feel empowered.

  • Patients feel safe.

Key elements of the new positioning included:

  • Personalised service: A bespoke recruitment process that took into account the individual goals of each doctor. Whether they were looking for a permanent position with career growth opportunities or a locum contract to gain varied experience, Opalus would ensure a tailored approach for each client.

  • Above-and-beyond care: Moving away from the typical “place-and-forget” model, we highlighted Opalus’ commitment to ongoing support for both doctors and hospitals. From job placement through to onboarding and beyond, Opalus would remain a reliable partner throughout the journey.

  • Human-centred approach: We emphasized that at Opalus, people—not commissions—came first. By addressing the stigma of commission-driven recruitment, we sought to show that Opalus cared deeply about finding the right fit for both sides. This meant doctors felt empowered in their choices and hospitals felt confident they were hiring the right people.

By focusing on personalisation, ongoing care, and a human-centered approach, Opalus was able to enter the market with a clear point of differentiation from its competitors. The narrative shifted from the impersonal, commission-driven nature of traditional recruitment to a model built on trust, care, and meaningful relationships.

Ready to stand out?
It all starts with a chat.

hello@sarahfretwell.co.uk