The Challenge connectRN was struggling to convert leads to hires, resulting in inefficient ad...
The Challenge
Facing an increasingly competitive marketplace to acquire nurses and as a result, rising costs for every nurse hired, connectRN was seeking a lower cost pathway to acquire hired nurses in key markets.
The Solution
After a thorough analysis of pipeline conversion data, it was clear that target audience members who downloaded the app (vs filling a website form) were more engaged, stickier, and higher value. As a result, we recommended and executed the following items, which resulted in improved performance.
- Launching app-install campaigns through Paid Social and Paid Search.
- Optimizing campaigns to optimize for individuals who signed up rather than just downloads or installs.
- Integrating emotional triggers that connectRN can solve for into the ads and the app-based hiring flow, for example: "never miss another one of your kids’ soccer games when you control your schedule"
