Hiring physicians with evidence behind it.
The client is the largest wound care physician group in the United States. Its physicians treat patients at the bedside in nursing homes and long-term care facilities across the country. Growth depends on recruiting enough physicians to serve more facilities.
Recruitment marketing was running across several channels, but the team could not say which channels produced physicians who went on to be hired. Leads arrived from job boards, paid campaigns and the careers site with no consistent source attached.
Once a lead became an applicant, the trail went cold. Nobody could see where candidates dropped out between first contact, application, interview and hire, or what each hire cost by channel.
Without that picture, spending more on recruitment was a guess. The group needed to know where to put the next dollar of budget before it could scale hiring with confidence.
Funnel mapping
We worked with the marketing and recruiting teams to map every stage from first marketing touch to application, interview and hire. Each stage got a clear definition so everyone counted it the same way.
Source capture
We set up tracking on the careers site and application forms so every lead carried its campaign and channel. Source details were passed into the recruiting system with the application, so a hire could be traced back to where it started.
Pipeline tracking
We joined marketing data with recruiting pipeline stages to follow each candidate through the funnel. Progression and dropout were measured at every step, so stalled candidates became visible.
Cost by channel
Spend from each recruitment channel was brought alongside pipeline outcomes. That gave cost per applicant and cost per hire for every channel on the same basis.
Marketing dashboards
We built dashboards showing lead sources, stage-to-stage conversion, dropout points and cost per channel. Marketing and recruiting leaders use them to decide where to spend and which stages need attention.
Handover
We documented the funnel definitions, tracking setup and dashboard logic. The team was trained to maintain the tracking as channels and campaigns change.
- The group can see its recruiting pipeline from first contact to hire.
- Every acquisition channel has a clear cost and volume picture.
- Dropout points in the funnel are visible and can be worked on.
- Recruitment spend decisions are now based on evidence.
- Marketing can scale physician hiring deliberately, which lets the group serve more patients.
The client’s name and specifics are covered by an NDA that limits what we can publish. We have permission to discuss the work in more detail in private, so ask us on a call.
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