Citing a national shortage of healthcare professionals, particularly in nursing, the Medical Center is offering bonuses and continuing education opportunities to qualified nurses. Danville Regional also is touting its community heritage to appeal to new nurses.

"Our nurses are attracted to this hospital because it's a tremendous opportunity to serve the community," said Kim Grossman, chief nursing officer. "When you treat patients here, you're going to see patients out in the community, and they'll come up to you and say, `I appreciate how you took care of me.' That's a very satisfying feeling that's not always present in larger hospitals."

Danville Regional's new ad campaign includes newspaper and radio ads and direct mail. For a limited time, the Medical Center is offering a series of bonuses totaling up to $6,000 for a 12-month commitment for registered nurses and up to $3,000 for licensed practical nurses - just as hospitals around the nation routinely offer bonuses to healthcare professionals.

The Medical Center has hired more than 100 people since the beginning of the year. Approximately 40 are nurses. The new employees include graduates of Danville Regional's School of Health Professions nursing program.

"We have not yet seen the full impact of the nursing shortage as other areas of our state and country. We're fortunate to have our own school of nursing and other schools in the region," said Karan Segura, human resources representative. "We're looking to recruit some experienced nurses and bring some of their expertise in to mentor the new graduates we’re hiring. It takes some very special people to work in this fast-paced, customer service-oriented environment, and we're fortunate to have those people."

Nurses say they're attracted to Danville Regional for its community and the hometown feel, which is not found at hospitals farther away.

"This is the place where I went to nursing school, and my roots are here," said Stephanie Scates, RN, clinical coordinator in the critical care unit who joined Danville Regional in 2001. "I like the people I work with, and I graduated with many of them from our own nursing school. We're able to see each other and share ideas. It's also a great place for opportunity. I started out as a staff nurse and now supervise other nurses in a fast-paced atmosphere where we're saving lives every day."

Another nurse, Sheri Hammock, RN, comes from a family of nurses. "It's very rewarding that acutely critical patients leave the hospital on the road to recovery," Hammock said. "Working here, I face new challenges every day and I know I am making a difference. I also like working in a hospital where everyone knows you by first name. The people I work with are the reason I'm here."

Hospital administrators say attractive incentives, competitive pay and strong benefits are common these days and just part of what's needed to attract qualified nurses. They also cite better technology, new services for patients and a commitment to support nurses and their professional development. As an example, Danville Regional offers continuing education through Virginia Commonwealth University which enables nurses and LPNs to pursue degrees while working full-time.

"Danville Regional is a positive place for nurses," said assistant administrator Richard Lawley. "One of our major goals is to create and maintain an excellent workplace so people will want to work here."

Attracting the best possible nurses is good for the Dan River region, Grossman added. "We take care of our community, and the community recognizes us for doing a great job," he said. "We live alongside our patients, we attend the same churches

and know them on a first-name basis. It's like our nurses take care of family. We're one of a few hospitals where people will write letters thanking us for doing a good job."

Danville Regional is the leading medical center in the Dan River Region of Virginia and North Carolina, providing open-heart surgery and advanced cancer treatment. Approximately 140 physicians are on the medical staff. The Medical Center employs approximately 1,540 people. Learn more at: www.danvilleregional.com.