ROB CARDUCCI CREATIVE DIRECTOR

Burnout rates among physicians are at an all-time high, leading to potential risks for patient care, professionalism, and the wellbeing of physicians themselves. To address this critical issue, we partnered Laurel Road for Doctors, a KeyBank brand, and VICE News to create I’m Also a Doctor, a compelling docuseries that highlights how hobbies, passions, and personal side projects can improve mental health, emotional wellbeing, and job performance.

The series was published across dedicated microsites, Laurel Road’s social channels, VICE News’ social channels, and broadcast in primetime on VICE TV. It even inspired a special year-end episode of Laurel Road’s Financing Ambition podcast.

Since its launch, I’m Also a Doctor has reached over 22 million impressions, with more than 500 comments engaging in meaningful discussions about the connection between pursuing passions and improving mental health. All five episodes exceeded VICE’s Video Completion Rate benchmarks, with the most popular episode performing 44% above the benchmark.

This multichannel campaign also delivered measurable results, including an 18% increase in website users among the targeted doctor audience.

The journey began with a casting call landing page, which attracted hundreds of submissions in just two weeks. This innovative approach brought to life the stories of physicians who are finding balance and renewed purpose through their passions outside of medicine.

By addressing burnout with authentic storytelling, I’m Also a Doctor delivers a hopeful message: embracing passions can make a tangible difference in the lives of physicians—and their patients.