Building a Data-Driven Growth System for a National Healthcare Staffing Platform
How an integrated paid media, analytics, app growth, and conversion strategy helped increase qualified healthcare professional acquisition and create a more scalable marketing system.
Growth backed by measurable performance
The strategy connected media performance to meaningful business outcomes—including registrations, qualified applicants, app installs, and market-level growth.
Oversight and optimization across a large, multi-channel annual acquisition budget.
User acquisition supported across healthcare professional markets and specialties.
Lead volume increased from 535 to 719 during a key optimization period.
App Store brand share of voice increased through search and listing optimization.
Transforming disconnected acquisition efforts into a unified growth strategy
The organization needed to consistently attract healthcare professionals across multiple specialties, geographic markets, healthcare systems, and digital platforms.
Marketing performance could not be evaluated using clicks and impressions alone. Success depended on whether campaigns generated completed applications, app installs, registrations, qualified candidates, and market-level workforce growth.
ExcellaMark’s founder applied a performance-focused framework that connected paid media, job boards, app store visibility, landing pages, audience strategy, and analytics into one coordinated growth system.
A complex acquisition journey with multiple conversion points
Healthcare professional acquisition required more than generating traffic. Every campaign needed to move the right audience through a multi-step journey.
Multiple Audiences
Campaigns needed to reach nurses, nursing assistants, allied healthcare professionals, and other clinical specialties with relevant messaging.
Regional Market Differences
Demand, competition, job availability, and candidate behavior varied significantly by city, facility, and healthcare system.
Fragmented Data
Media platforms, job boards, app stores, attribution tools, and internal reporting systems all measured performance differently.
Conversion Drop-Off
Campaign success depended on improving the journey from ad click to application, install, registration, and completed onboarding.
A full-funnel performance marketing system
The approach aligned channel strategy, campaign structure, creative, analytics, and conversion optimization around real business outcomes.
Paid Media Portfolio Management
Managed and optimized campaigns across Google Ads, Meta, Apple Search Ads, Microsoft Ads, LinkedIn, programmatic platforms, YouTube, and other digital channels.
App Growth and Search Visibility
Improved keyword coverage, competitor targeting, brand protection, App Store visibility, custom product pages, and app-install acquisition.
Job Board Optimization
Evaluated applicant volume, application completion, specialty mix, job-level performance, and market demand across recruitment advertising platforms.
Audience and Message Testing
Developed more relevant creative and campaign structures based on profession, specialty, geography, intent, and stage of the acquisition journey.
Analytics and Attribution
Connected platform data with app attribution, registrations, applications, market performance, and downstream business outcomes.
Conversion Journey Improvements
Identified friction in lead forms, application flows, landing pages, and app onboarding to improve conversion quality after the click.
Selected campaign and optimization outcomes
Apple Search Ads and App Store optimization
A focused six-week Apple Search Ads initiative generated 1,239 installs and 1,159 registrations while improving keyword intelligence and brand visibility.
Improving application completion
Application flow improvements and market-level campaign optimization helped increase Quick Apply completion rates from approximately 13% to as high as 62% across priority markets.
Increasing registered nurse acquisition
More specific registered nurse messaging and targeting significantly increased the share and volume of RN candidates generated through paid social campaigns.
Scaling lead and install volume
Total monthly installs increased from 8,785 to 10,177, supported by coordinated media optimization, market prioritization, and channel performance analysis.
Marketing performance is more than platform metrics
ExcellaMark evaluates the complete customer or candidate journey—not just what happens inside an advertising platform.
Campaigns are evaluated against meaningful outcomes, not vanity metrics.
Strategy accounts for every stage from awareness through conversion and onboarding.
Insights from one platform inform targeting, messaging, and investment decisions across the entire portfolio.
Processes, reporting, and optimization frameworks are designed to support sustainable growth.
Build a growth system designed around your business.
ExcellaMark helps businesses connect paid media, analytics, conversion strategy, and automation to produce measurable growth.