We Let Data Lead The Way In Searching For The Elusive Dental Professional

Recognition

The Challenge

A post-COVID era created high churn and a nationwide shortage of dental professionals, making it extremely difficult for dental facilities to properly staff to meet the patient demand. And with already planned Heartland Dental supported office openings, the need for YoY staffing increases became critical in order to meet staffing standards.

Our Approach

First, we developed a single, efficient and comprehensive audience targeting list to drive dentist and hygienist applications — solving for a client pain point of previously leveraging a variety of incomplete and fragmented lists. We then made sure we were in the right place at the right time to intercept dentists and hygienists when they were in “find a new job” mode. To achieve this, we actively monitored Search on a weekly basis to understand Share of Voice and managed our Search spend against diminishing returns by analyzing the market to evaluate if demand was going up or down — allowing us to only spend when the market was hot.

We Evaluated

We analyzed historical SEM data to identify patterns in job seeker behavior.
We determined the best “when” and “where” moments to activate so we could stand out and get first dibs on the best talent in a highly competitive market.

We Elevated

We collected and analyzed contact information from more than 50 sources to create a singular and complete targeting “source of truth.”
We built a custom targeting list to reach dentists and hygienists both in and out of the office.

We Engaged

We implemented seasonal media pulses strategically timed to align with peak hiring periods based on historical data.
We focused our efforts on Digital, SEM, Paid Social, Direct Marketing (Email) and recruiter enablement.

The outcome

By aligning paid media efforts with data-driven insights and seasonal trends, we were able to effectively scale hiring efforts. Applicant volume grew substantially with a marked YoY increase in both the quantity and quality of applications, and our conversion rates saw significant improvement with a higher percentage of applicants converting to successful hires.

124%

OF GOAL MET FOR HYGIENIST APPLICANTS

STATES WITH EXPANDED ACCESS TO DENTAL CARE