AMN Healthcare is the nation’s largest healthcare talent solutions provider, serving thousands of facilities and clinicians nationwide. Its brand relies on trust, accuracy, and human connection to attract both clinicians and clients in an industry defined by care and credibility.
Objective
To strengthen brand trust and authenticity by replacing generic stock media with original, clinician-guided photo and video content and launching podcasts that shared real-world voices from the field.
Strategy
Led a multi-year creative initiative to reimagine AMN’s visual and audio storytelling. Each content piece was designed to show the people behind healthcare and position AMN as a trusted partner rather than a vendor.
350+
Custom assets produced for marketing and brand use
300K+
Podcast downloads and views
40+
High-quality brand videos produced annually
Testimonial
What Our Client Said
“Jonathan’s team provides outstanding service for us. They completely absorb the workload for podcasting and video and seamlessly handle our projects from start to finish. They take the time to understand our business needs and pay attention to every detail throughout the producing, filming and editing phases. The work they do is quality, and we have seen many benefits to our partnership with them.”
Danielle Von Petrzelka
Director of Marketing Communications
The Partnership Experience: A Flagship Brand Film
AMN Healthcare wanted to create a hero video that went beyond traditional corporate storytelling — something that captured the humanity behind healthcare partnerships.
Jonathan produced The Partnership Experience, a three-minute narrative film that brought AMN’s mission to life through cinematic storytelling and grounded emotion.
Concept & Storytelling Approach
The film depicts a conversation between an AMN account executive and a hospital administrator reflecting on challenges and successes. Their dialogue is interwoven with cinematic scenes illustrating AMN’s solutions in action — nurse staffing coordination, technology-driven scheduling, and remote medical interpretation for patients and families.
The story closes with a heartfelt moment between a Spanish-speaking couple and a healthcare interpreter, symbolizing connection, empathy, and the impact of AMN’s services.
Creative Direction & Production Leadership
Jonathan partnered with a seperate production company, leading from the client side as producer and creative director. He oversaw all aspects of concept development, casting, and final color and tone alignment to ensure the story felt both professional and deeply human.
Distribution & Reception
Released across AMN’s website, social channels, and client presentations, The Partnership Experience was praised internally for its cinematic quality and emotional depth.
Executives highlighted it as one of AMN’s strongest brand storytelling assets — setting the tone for the company’s future creative direction.
Authentic Photo & Video Campaigns
Following the success of The Partnership Experience, Jonathan led two large-scale photo and video productions designed to capture authentic, representative imagery of healthcare professionals in real environments.
Creative Vision & Execution
The goal was to develop a proprietary content library that replaced generic stock visuals with accurate, diverse representations of clinicians.
Jonathan worked with an external production partner to execute the creative direction, from storyboarding and location scouting to selecting final color treatments and imagery.
Filming took place in hospitals, clinics, and corporate offices, with real clinicians and on-set clinical advisors ensuring medical accuracy.
Behind the Scenes
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Deliverables & Integration
The productions resulted in a library of 300+ photos and 70+ videos, featuring nurses, physical therapists, speech pathologists, occupational therapists, corporate staff, and interpreters.
These assets became the cornerstone of AMN’s creative ecosystem, used across recruitment campaigns, web content, and social media.
Every department — from Marketing and Brand to Recruiting and Sales — adopted the visuals, creating a unified look and message across all channels.
Impact & Brand Consistency
The updated visuals improved brand consistency and engagement metrics across paid and organic campaigns. Clinicians responded positively to the authenticity of the imagery, noting that it finally reflected the reality and diversity of their work.
Internally, the library streamlined creative workflows, allowing teams to produce campaigns faster and with higher quality control.
Building Community Through Podcasts
To extend AMN’s storytelling into an ongoing conversation, Jonathan developed two branded podcasts that gave clinicians a voice and built deeper audience engagement.
SLP Full Disclosure
A biweekly podcast for Speech-Language Pathologists exploring clinical topics, career journeys, and travel experiences.
Jonathan handled full-service production — from host recruitment and creative direction to recording (via Riverside), editing (DaVinci Resolve), and distribution (Simplecast to Apple, Spotify, and YouTube).
With 95 episodes and 175,000+ downloads, it became a leading voice in the SLP community.
Nursing Uncharted
A sister podcast focused on the nursing experience, hosted by an external professional and produced on the same biweekly schedule.
Jonathan directed the entire production process, including editing, publishing, and organic promotion.
With 65 episodes and 120,000+ downloads, the show extended AMN’s reach to a broader clinical audience and amplified its reputation for authenticity and community building.
Content Repurposing
Podcast video clips were strategically adapted for YouTube Shorts, Instagram Reels, and LinkedIn — driving further reach and visibility across AMN’s digital ecosystem.
Additional Video Highlights
Beyond larger campaigns and podcasts, Jonathan also produced two standout videos that reflected AMN’s commitment to innovation and compassion in healthcare. Empowering Remote Care: Inside AMN’s Televate Platform showcased how technology enables school psychologists to support students virtually, bringing expert care into classrooms across the country. Frontline Stories: AMN’s COVID-19 Response in New York City captured the dedication and resilience of clinicians working around the clock to aid overwhelmed hospitals at the height of the pandemic — an enduring testament to AMN’s mission and people.
Frontline Stories: AMN’s COVID-19 Response in New York
Role: Full-service production and editing
Creative Leadership & Cultural Impact
These projects collectively transformed AMN Healthcare’s creative identity. Under Jonathan’s leadership, the company shifted from producing functional marketing content to creating emotionally resonant, high-quality media that told human stories at scale. He managed an internal creative team, freelancers, and agency partners to maintain a consistent standard of excellence across more than 40 videos per year.
The impact was both creative and cultural: clinicians felt seen, executives were inspired, and AMN’s marketing gained new credibility in an industry often defined by transactional communication. Jonathan’s work established a new creative standard for AMN — one where storytelling, authenticity, and quality drive connection and trust.
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