Case study · Health & wellbeing

APNA: making an impact in primary healthcare.

The Australian Primary Health Care Nurses Association is the peak body for nurses working outside hospitals. We helped it reach more of those nurses while driving traffic and conversions to the website.

Sector: Health & wellbeing
Service: Digital marketing
Channels: Facebook · Google Ads · Google Search

Digital marketingCampaign delivery

Healthcare professional administering an injection.

The challenge

What needed to change.

APNA is the member association for all nurses working outside of hospitals, and it describes itself as bold, vibrant and future focused, reflecting the views of its members and the broader profession. Membership sits at the heart of the organisation, so recruiting new members and renewing existing ones is central to everything it does.

APNA wanted its advertising to portray that vision to the profession while doing a practical job: bringing more nurses to the website and turning more of those visits into registrations.

Our challenge was to generate quality leads and renew existing memberships through social media advertising and Google Ads, and to do it while bringing the cost of each conversion down. The campaigns also had to carry APNA’s vision, so the advertising needed to look and sound like the organisation rather than like generic membership marketing.

Approach

How the work took shape.

Social ads.

On social, the goal was to increase website traffic and produce potential leads through completed registrations and link clicks. We considered and tested the target market carefully before launching, then ran ads built around three audience types: APNA’s customer list, broader comprehensive targeting, and retargeting based on tracked website behaviour.

Google Ads.

We started Google Search campaigns across multiple strategic keywords, wrote ad copy to match and used Google Search Ads audience selection and extensions to create targeted ads that resonated with nurses. Results were analysed continuously, and negative keywords and copy optimisations steadily improved lead quality.

Every campaign had a display campaign alongside it. These focused heavily on remarketing to people who left the journey mid way, bringing them back to complete the registration or renewal they had started.

The shift

Following up the nurses who dropped out mid registration turned wasted clicks into completed memberships.

The work

The work, up close.

The campaigns are ongoing, and across our time working with APNA the key measures have kept improving. Reach came first: the ads built awareness across the profession at scale, and a large share of the people who saw them went on to interact with the content.

3.74M.

Impressions generated across the ongoing campaigns.

114k.

Engagements across the ongoing campaigns.

The Facebook ads did the heavy lifting on traffic, sending visitors through to the website and to dedicated landing pages, which recorded 12k visits. The registrations that followed came through website linked form submission campaigns, and the volume confirmed that the messaging was reaching the right target audience.