A Healthcare Hiring Platform Was Paying Too Much To Reach The Wrong Applicants
In 60 days, cost per applicant dropped 69%.
The platform solved a real problem — connecting healthcare employers with the workers they struggle to hire. Building it was the easy part. Getting healthcare workers and employers to notice it, without burning through budget, was where it kept breaking.
Two Audiences, One Budget, Almost No Room For Waste
The platform connects healthcare employers with the workers they struggle to hire — and it had to win two very different audiences at once.
Healthcare employers and DSOs tune out generic job-board ads. Healthcare workers and assistants aren't even looking — they're already employed.
Reaching either at scale cost more. And the old approach — spend spread thin across platforms — gave no clear signal on what was actually working. Money was going out; momentum wasn't coming back.
Three Calls, One Trajectory
Within 60 days, the math flipped: the cost to win an applicant fell by more than two-thirds.
Three ad-buying systems ran head to head. One drove 4–6× the results — so the budget went there.
Spend shifted to healthcare workers and owners who'd already visited the platform — staying in front of them through long career decisions.
Concentrated budget on the 300×250 unit doing ~65% of the work — the single highest-leverage change of the campaign.
The Win Came From Patience, Not Reach
These buyers move slowly — a healthcare worker weighing a new job, an owner deciding whether to pay for a tool — and they rarely act the first time they see you. Cold outreach drove just 21%.
In slow, high-value markets, showing up again beats chasing someone new.
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