British Columbia has launched a new advertising campaign to bring doctors and nurses from the United States to work in its public health-care system. The six-week campaign began on June 2 and is focused on Washington, Oregon, and California. It includes digital billboards, social media ads, and videos placed in areas close to health-care facilities. These include restaurants, ride-share screens, grocery stores, and city centers.
The announcement was made at the Colwood Medical Clinic near Victoria. There, Dr. Muthanna Yacoub, who currently works in the U.S., shared his plans to move and practise in B.C. later this year. He said that the decision made sense for him, especially since medical care in the U.S. often depends on a patient’s ability to pay. In Canada, he said, care is based on need rather than cost.
Since the campaign’s soft launch in March, over 1,200 health professionals from the U.S. have expressed interest. That includes 704 physicians and 525 nurses. Many cite reasons like high insurance costs, workplace stress, and recent cuts to health programs in the U.S. Political tensions and uncertainty are also major factors.
Health Minister Josie Osborne said the province offers something different. She noted that B.C.’s health-care system is based on science, fairness, and compassion. She also said that the province is known for welcoming communities that value diversity and inclusion. The ads reflect that message. One reads, “If you’re looking for a place that values evidence-based care and puts people first, follow your heart to British Columbia, Canada.”
The campaign’s theme, “Follow Your Heart,” is used across all formats. It appeals to health-care workers looking for meaning in their work as well as a better quality of life. The province has also placed ads in six top U.S. medical journals to reach doctors and nurses through their professional networks. Officials estimate this will reach 80 percent of the health-care workers in the targeted regions.
To make it easier for American nurses to register in B.C., the College of Nurses and Midwives changed its process in April. Nurses can now apply directly and be registered within days, rather than the usual four months. The college can access the applicant’s education, test scores, job history, and registration records through an existing database. So far, 177 nurses have applied through this new path, and 113 have already been approved to practise.
Premier David Eby previously said that political uncertainty in the U.S., especially under former President Donald Trump, has opened doors for B.C. to attract new health workers. Some American nurses have visited hospitals in B.C. and expressed strong interest in moving. However, relocating can be complex for families, especially when both partners work in health care and children are still in school.
The province is providing guides to help health workers move to B.C. These explain each step of the process, from licensing to immigration. Osborne said B.C. is focusing on hiring for rural areas, emergency departments, long-term care, and cancer treatment.
Efforts are also underway to make it easier for U.S.-trained doctors to work in B.C. The province is working with the College of Physicians and Surgeons to change the rules. The goal is to allow American doctors certified by the American Board of Medical Specialties to be licensed in B.C. without further exams. Ontario, Nova Scotia, and New Brunswick have already made similar changes.
British Columbia hopes that a mix of professional opportunity, community support, and public health-care values will encourage more doctors and nurses to choose Canada as their new home.environment, the province is banking on both heart and logic to bring new talent across the border.
