Brant ad campaign entices Quebec doctors frustrated by new legislature
Brant has joined a widening group of Ontario municipalities eager to attract Quebec doctors dissatisfied with recent legislative changes. After Quebec introduced Bill 2, the Brant Community Healthcare System (BCHS), responsible for Brantford General Hospital and the Willett Urgent Care Centre in Paris, noticed growing interest from Quebec physicians seeking relocation.
The new legislation alters how doctors are compensated, implements collective performance targets, and introduces monitoring measures that the Collège des médecins du Québec criticized in an open letter released on Friday. These changes have prompted over 100 Quebec doctors to obtain Ontario medical licences, with another 200 beginning the process.
To capitalize on this momentum, BCHS has launched digital ad campaigns on Meta and Google aimed at physicians feeling alienated by the reforms.
“Join a community — not just a workplace. At Brant Community Healthcare System, you’ll practice medicine in a place where when your shift ends, adventure begins. From peaceful trails to riverside views, Brantford offers a vibrant and diverse community.”
According to Lebené Numekevor, the director of medical affairs at BCHS, such campaigns help attract candidates who might not otherwise know about Brantford and Brant County. She added that while doctors must obtain a new Ontario licence, their education and skills are fully transferable. Numekevor also noted that as a medium-sized hospital, Brantford General includes most medical specialties “but still maintains that community spirit.”
Author’s summary
Brant’s healthcare network is seizing the chance to recruit Quebec doctors discouraged by new provincial rules, promoting community and opportunity in Ontario as key draws.