CASE STUDY:
Crowne Health Care is a family-owned, statewide network of 17 skilled nursing facilities, five assisted living facilities and one independent living facility, each with highly trained staff offering quality care. Crowne Health Care works to meet the physical, emotional, spiritual and personal needs of residents in a caring, compassionate environment where families come first.
In October 2019, Crowne Health Care partnered with Alabama Media Group with the goals of increasing awareness for their multiple facilities as well as recruiting nurses for open positions.
KEY CAMPAIGN OBJECTIVES
Increase awareness and attract potential patients and their families within the community of The Meadows and Crowne Place facilities
Recruit nurses for open positions
Be a top option for those who are actively searcing for Crowne’s services and offerings
SOLUTIONS
SEM
Social Media Marketing
Digital Display
AMG launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo! to increase Crowne’s visibility in search results as local users actively seek out its services and offerings as well as filling open nursing positions.
AMG tracked performance indicators such as goal completions, session duration and overall quality of site traffic and optimized the campaign accordingly.
Facebook and LinkedIn campaigns were deployed and targeted to potential patients and their families as well as nurses.
In order to create awareness for Crowne and its services, a targeted online display advertising campaign was deployed on AL.com to reach potential patients and their families as well as nurses.
Digital display advertising
Social Media Marketing
RESULTS
Crowne Health Care’s message has seen 12,833,600 ad impressions promoting its open nursing positions and assisted living facilities, generating 50,218 site visits across all campaigns.
810 applications were submitted as direct results of the nurse recruitment campaign
325 new followers/page likes from social media marketing campaigns
TESTIMONIALS
“Our partners at Alabama Media Group have provided exceptional influence to the overall nursing recruitment strategy within our organization. They have worked closely with us to understand our needs and have provided us with good ideas to reach active candidates ready to make a move, as well as the more passive candidates who may be considering making a move in the future.”
“It has been my pleasure to work with Bryan and the Crowne team to help achieve their goals. Compiling a comprehensive digital marketing strategy for both prospective patients as well as nursing recruitment was a fun challenge and I hope to continue to help them acheive their mission.”
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