The provincial government is hoping to turn a trickle northward into a torrent.

A new targeted advertising campaign has been launched in three Western U.S. states — Washington, Oregon and California — aimed at luring more doctors and nurses to B.C., to help combat the shortage of medical personnel in the province.

There had been a steady stream of doctors and nurses moving north since the U.S. election in November. In April, the province streamlined its credential recognition process with American professionals, resulting a 127 per cent leap in applications from U.S. trained nurses. It cut the time nurses can be registered from an average of four months to just a few days.

The new marketing campaign urges the health professionals to “follow their hearts” and move to B.C., and is operat

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