The Opportunity
Partnered Health, established in 2013, is made up of a number of established businesses that have been delivering health services to over five million people for more than 25 years.
Partnered Health sought to raise its profile and position itself among prospective GPs to fill a large number of vacancies across their medical clinics Australia-wide.
Within a highly-competitive industry, we recognised the need for Partnered Health’s recruitment campaign to be clear and consistent to attract GPs considering a new role.
Our overarching goal was to drive traffic to an enquiry form where interested GPs could fill out their details for Partnered Health’s recruitment team to follow them up, taking the next step in the recruiting process.
Our Approach
Following a review of Partnered Health’s internal recruitment process and digital assets, we suggested a multi-channel advertising approach to ensure that the GP recruitment message was recognised, remembered, and eventually actioned.
Our Australia-wide campaign involved Google Search, Google Display, LinkedIn, Facebook and Instagram advertising campaigns. The goal of these campaigns was to facilitate high-quality conversions, resulting in tangible outcomes for the client.
Prior to setting up the target audiences for each digital advertising channel, we developed the concept design and copy for a landing page to be hosted on Partnered Health’s website. To monitor the activity on the landing page, we set up user tracking assets for remarketing and reporting purposes.
Our design team developed a series of ads to speak directly to GPs; showcasing the career fulfilment that can be achieved whilst employed at Partnered Health.
The targeted ads linked directly to the landing page with an enquiry form for GPs to fill out and be contacted by Partnered Health’s recruitment team. Recording as a high-quality conversion and creating a list of warm prospects for Partnered Health to follow up.
Our ongoing monitoring and optimisation, paired with monthly detailed reporting continues to produce the best possible outcome for the client.
The Outcome
Our GP recruitment campaign for Partnered Health has gone from strength to strength; doubling the number of monthly conversions in just four months.
Our Australia-wide Google Search, Google Display, LinkedIn, Facebook and Instagram advertising campaigns generated 691 conversions between January and August 2023. As well as routinely outperforming industry averages for Cost Per Click (CPC) and Click Through Rate (CTR) for digital advertising in this category.
The conversion figure represents the number of GPs that have viewed an ad, clicked through to the landing page, and filled out an enquiry form to be contacted by Partnered Health.
Our GP recruitment campaign continues to position Partnered Health as an employer of choice for new and existing GPs with Partnered Health sharing that their recruitment pipeline for GPs is the best it’s looked in years.
