Case Study: Craig Hospital boosts nursing recruitment with Propellant Media’s geofencing and omnichannel advertising

Craig Hospital fills nursing roles with Propellant Media using 1,466 application visits

Craig Hospital, a large hospital system on the west coast, faced stiff competition in recruiting qualified nurses. They needed to build brand awareness among nursing professionals and target those actively seeking new positions. They partnered with Propellant Media to implement an omnichannel marketing strategy that included geofencing marketing, a tactic new to the hospital.

Propellant Media deployed a comprehensive 12-month campaign that utilized geofencing around competitor hospitals, site retargeting, Google Ads, pre-roll video, OTT/CTV advertising, and a proprietary method for targeting audiences on Facebook and Instagram. The results for Craig Hospital were significant, generating 1,466 application landing page visits with an ad spend of $101,170.74. The campaign also delivered 229,000 OTT video views and 189,000 YouTube views with high engagement rates, successfully filling the hospital's open nursing positions.

Craig Hospital