Client Background and Challenges
UHC Solutions focuses on staffing federally qualified health centers (FQHCs)—an essential but under-resourced part of the U.S. healthcare system. Finding candidates for these roles is notoriously challenging due to lower compensation and geographic location in underserved communities.
To address this, UHC partnered with Haley Marketing for a strategic marketing push designed to increase qualified candidate applications, and beat their SMART goal of five hires in 2024.
The Solution
Content Marketing + Newsletter Strategy
We started by publishing candidate interviews that were turned into engaging blog content and distributed through targeted newsletters.
- Human-centered storytelling was used to reflect the “why” behind candidates choosing to work in underserved areas
- While these efforts didn’t generate direct applications, UHC reported a strong positive response from recipients
- These interviews reinforced UHC’s employer brand and complemented direct-response PPC
Paid Advertising: Refined Targeting + Emotional Appeal
Next, we revamped UHC’s PPC strategy to reach more of the right candidates, faster.
Segmentation & Setup:
- Segmented UHC’s broad email lists into two precise audiences: physicians and dentists
- Ensured adequate budget and separate campaigns to properly support each segment
- Launched Facebook ad campaigns with tailored landing pages for each audience
Results & Engagement:
- Day one of launch in February: first lead came through from a previously unused form
- Owner reaction: “Where’s this coming from? I’ve never seen this before!”
- By March: 4 high-quality dental leads, including recent grads—ideal candidates for FQHC roles due to loan forgiveness programs
Messaging & Visual Strategy:
- Ad creative focused on community impact and emotional connection, appealing to professionals who prioritize service over salary
- Imagery and copy emphasized helping underserved populations, tapping into intrinsic motivations
The Results
- 4 qualified dentist applicants in the first month
- Direct attribution to newly launched Facebook ad campaigns
- Owner confirmed application sources and expressed excitement
- Strong alignment with annual goal of 5 new hires
- Increased campaign performance after list segmentation + landing page usage
Want to Break Through in a Tough Market?
When the usual approach isn’t enough, it’s time to refine your targeting and tell the right story. Let’s work together to create campaigns that reach the heart—and drive results.
Let’s Talk About Your Strategy
