Practice Plus Group provides healthcare across hospitals, surgeries, urgent care, NHS and prison services. They had a number of challenges to address, and naturally, Soop could help…

Recruitment

Recruiting quality people to join the team was becoming more challenging. But, Practice Plus Group needed to fill a number of vacancies as part of their expansion plan.

Offline activity support

Practice Plus Group was carrying out several offline initiatives and needed their online efforts to complement them. For instance, they were conducting a direct mail campaign and wanted to enhance it with a coordinated digital strategy.

To achieve optimal results, we needed a complete understanding of all the data.

Here’s our three-step approach:

1. Target active users – we identified the people who are actively looking for suitable services, through keywords, search terms and competitor information.
2. Engage passive users – use certain filters to retain the audiences who are more likely to require Practice Plus Group’s services now or in the future. This will include certain job roles, sporting interests and life stages.
3. Retargeting – identify the people who have visited the website and then promote a targeted message to them via digital display. This well-used tactic is a useful mechanism for reminding people who have shown some interest in a product or service why they should return to the website and look again.

Our three-stage process worked. We reached 3.5 million, and drove 21,168 people to click through to the website.
 
The recruitment initiative was particularly impressive, gaining:

• More than 2.7m impressions
• 17,895 clicks
• 78 quality applications for open positions
• Huge awareness for potential candidates

The offline marketing activity was also well supported through our clever thinking approach:

• The digital advertising targeted specific household addresses via Geofencing to complement a mail drop campaign that was promoting the launch of a new prison
• Delivered to 35,000 households

‍The outcomes

Practice Plus Group have been so happy with the results, they are now continuing to work with Soop Marketing in the long term. Recruitment is an ongoing challenge in healthcare, but the more information we have, the better support we can give and the more intelligent the advertising can be.