Challenge /
Memorial Medical Center (like hospitals all over the country) was experiencing a shortage of qualified nurses. How can a small community hospital in Southern New Mexico compete with much larger facilities in major cities for the same top nursing talent?

Key Insight /
Research showed that most nurses were willing to trade significant sums of money in exchange for a higher quality of life.

Solutions /
Position the growing city of Las Cruces, New Mexico as a true Nursetopia.