Category: Programmatic Video

A large hospital system on the west coast was looking to recruit more nurses including CNA’s, Traveling Nurses, and RN’s.  They haven’t ran Over The Top Connected TV Advertising or Geofencing Marketing in the past.  Given the stiff competition for nursing candidates, they realized they needed to both build their own brand recognition amongst nurses while also focusing on those who are in-market looking for nursing positions.

They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing nurses who may be interested in switching to their company.

After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts.  We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

The team at Propellant Media developed a comprehensive 12-month strategy of geofencing, data targeting (nursing audiences), site retargeting, google ads, pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

• Geofencing Marketing – Our team built geo-fences around competitor hospitals.  We believed that their core audience was already working at these locations, so serving ads to them would give us more exposure to thinking about switching to another hospital system.  We found additional ways to limit waste and prevent less ad serving to the patients.
• Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 6 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and Facebook/Instagram advertising.
• Pre Roll Video – Despite utilizing static display ads, we also deployed pre roll video with a nice testimonial video of one of the workers who’s been with the company for over 1 year further solidifying social proof and and adding another layer of creative ads to the mix.
• OTT/CTV Advertising – Utilizing the same video ad types, we were able to gain exposure via streaming apps and websites with 15 and 30 second ad spots.
• Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
  • cna jobs near me
  • nursing jobs near me
  • RN jobs near me
• Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram.  We’re not talking about building 1-mile radii circles on Facebook.  We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.

This Hospital System in Denver, CO worked with Propellant Media for over a year.  Below were the results during that time.