Doctor Recruitment agency MedRecruit has offices in Australia and New Zealand and has been serving doctors for over 10 years. It matches both international medical graduates and doctors from Australia and New Zealand with doctor jobs in Australia and New Zealand.
Increase number of relevant leads within a highly competitive niche market
Reduce the cost per lead so more leads aren’t just achieved by spending more
Ensure a positive customer experience in line with brand values
Complete overhaul of existing AdWords campaigns; identifying all possible keywords, running analysis to prioritise bidding on highest need and volume and reducing wasted bids and efforts by eliminating irrelevant or low impact keywords
Get tracking in place to be able to carefully monitor number of leads and quality of leads.
Creation of landing pages to meet the needs of different doctor types
Rigorous A/B test the pages to maximize conversion ratio and reduce advert fatigue
Campaign structures enhances the opportunity to segment, leading to client being able to generate more leads for a specific doctor type, grade or target market as their needs evolve.
Creation of the best performing landing page, integrated those learnings to website and other sources of lead generation
Confidence in amending the brand core story, key messages and imagery through acting on data driven insights.
70%
increase
in relevant leads over a 12 month period
50%
reduction
of cost per conversion within 3 months
Marketing Manager Simon Couldstone explains the business’ main challenge:
‘The primary goal of the Marketing department is to generate quality leads and then serve those doctors by finding them work. An important element of the lead generation strategy is getting the message across why MedRecruit can make a difference for a doctor, which allows us to continually increase the volume of doctors who sign up as new leads.
Whilst AdWords can be an effective marketing method, if used incorrectly it can easily lead to spending vast amounts of marketing budget while not generating a healthy return on investment.
Riksta’s management has proved instrumental in getting the most from this channel. Her understanding of our business goals and challenges has proven to be key to our success. Before we hired her, our AdWords account was unstructured and stagnant, costing us huge amounts of money and generating a much lower volume of leads compounded by much lower quality.
Riksta’s deep knowledge of Google AdWords, her extensive experience in the recruitment industry and her creative approach to landing page testing has transformed our online lead generation with exceptional results. Riksta really took the time to get to know our business. She has gained a deep understanding of what MedRecruit is about and what the challenges are in doctor recruitment. This has translated into results and help us reshape the other part of our online strategy.
Not only have our leads grown by 70%, we know that almost 90% of these are quality leads, which is almost unheard of. The added bonus is that we have been able to reduce total budget by cutting the cost per lead by 50% and overall budget by 40% too. By implementing relevant landing pages, we know that whether our user is a GP from the UK or paediatrician from Australia, they will both get a relevant customized text ad and landing page.
Our landing page testing has provided us with key insights. We now know what forms perform best for each doctor type and campaign due to our split testing and making changes to the forms (such as number of fields, position on the page, open form or lightbox etc.). Also changing the hero image on the landing page showed allowed us to find a certain type of imagery that converts 10% better than another type. Finally the call to action on the button showed big differences in conversion rate and this is also something we keep refining.’
