Colibri

A prominent healthcare network in California faced a growing need to attract top medical specialists to join its expanding group. With a competitive market and a shortage of qualified physicians in key specialties, they needed a strategic partner to help them reach, engage, and recruit high-caliber talent.

Opportunity

High demand for specialists in gastroenterology, primary care, and rheumatology.
San Diego offers an attractive lifestyle and professional opportunities for physicians.
Ability to leverage digital channels for targeted outreach.

Objective

To generate qualified physician leads by:

Driving targeted traffic to job listings and landing pages.
Encouraging form completions and informational meeting requests.
Supporting the client’s recruitment goals of 3–4 new gastroenterologists and 5 new internal medicine physicians in a time period of 12 months.

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Challenges

Highly competitive recruitment landscape for medical professionals.
There is a need to reach both local and out-of-state candidates, especially those in high-cost or low-paying regions.
Ensuring lead quality and filtering out unqualified or spam submissions.
Managing budget across multiple platforms (Meta, LinkedIn, job boards) for maximum ROI.

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How Colibri Responded

Campaign Strategy:

Developed a full-funnel digital campaign, including paid ads on Meta (Facebook/Instagram) and LinkedIn, job board postings, and dedicated landing pages with clear CTAs.
Crafted messaging that highlighted the professional and lifestyle benefits of joining the network, emphasizing support, flexibility, and quality of life in San Diego.
Targeted both local candidates and those in key out-of-state markets with high medical school density and higher living costs.

Asset Creation & Execution:

Designed and launched engaging ad creatives for each specialty and platform.
Built and optimized landing pages to maximize form submissions and lead quality.
Coordinated with the client to ensure job descriptions and requirements were clear and compelling.

Optimization & Reporting:

Closely monitored campaign performance, adjusting budgets and creative as needed.
Filtered and qualified leads to ensure only relevant candidates were passed to the client.
Provided detailed monthly reporting on spend, lead volume, cost per lead, and channel performance.

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Results

We successfully met our recruitment goals within the first three months of the campaign.

Lead Generation:

The campaign generated 26 total leads (20 from Meta, 4 from LinkedIn, and 2 from Organic Sources).
We generated 7 qualified leads in August alone, and the cost per lead decreased month over month on Meta.
Meta (Facebook/Instagram) consistently delivered the highest volume and lowest cost per lead, with the cost-to-conversion ratio dropping to $334.05 in August.
LinkedIn drove strong awareness and engagement (88,226 impressions and 968 clicks in August), although conversions were lower and more costly.

Channel Performance:

Meta CTR (click-through-rate) reached 1.34% (well above industry benchmarks).
LinkedIn CTR improved to 1.10%, with CPC dropping to $3.57.
Landing pages saw steady traffic and form submissions, supporting the campaign’s recruitment goals.

Optimization:

Ongoing adjustments to creative, targeting, and budget allocation improved efficiency and lead quality.
Recommendations made to shift the budget from LinkedIn to Meta if conversions remain low, ensuring optimal ROI.

By combining strategic targeting, compelling messaging, and agile optimization, the campaign not only met but exceeded expectations, achieving the client’s annual hiring goal in just a quarter of the time. This rapid success highlights the effectiveness of a data-driven, multi-channel recruitment approach and the value of close client-agency collaboration.

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Healthcare Group Physician Recruitment Campaign

Client