Revolutionizing How to Reach Professionals with Outbound Marketing – Healthcare
Challenge:
With a network of 40 clinics, VIP’s growth trajectory was tethered by a significant constraint – hiring veterinarians. Insufficient numbers entering the field had collided with a pandemic-induced surge in pet ownership to make veterinarians extremely sought after. Consequently, veterinarians were being overwhelmed with daily job solicitations, leading them to dismiss most outreach attempts. The race for talent had escalated to lavish incentives, with sign-on bonuses and even free Teslas as standard enticements. VIP’s recruitment strategy, which leaned heavily on inbound efforts such as job site postings, was ill-equipped to navigate this competitive landscape.
Approach:
Chameleon Collective crafted a three-tiered approach. We first built a comprehensive master contact database by intricately scraping and crawling multiple domains/sources, ensuring we had a rich pool of contacts – which we scored for prioritization and targeting. To leverage this we developed an advanced, automated email system, meticulously designed to bypass blocking algorithms and guarantee our communications directly reached the intended inboxes. And finally to maximize response, we crafted compelling messaging (across multiple channels including social and direct mail) to resonate on a 1-to-1 basis. Tailoring every message to genuinely connect with the target encouraged them to engage with us instead of filtering/ignoring.
Impact:
The results were astounding – 85% open rates and 20%+ response rates dwarfed industry benchmarks. In the initial months alone >200 veterinarians expressed interest in joining VIP (at their 40 locations). While, at the time of writing, many are still in the hiring pipeline, two hires have already been made. One of these averted the looming closure of a clinic that had a multi-million dollar reserve for its shutdown. With just these two hires, VIP realized an ROI of 15x on their investment in our innovative outbound marketing system.
What the client said:
“Ray did a tremendous job. I wouldn’t hesitate to recommend him or Chameleon Collective to anyone in a similar position. He gave it 110% and the team he brought in was very impressive: organized, professional, talented.”
Brett Shorenstein, Co-Founder, VIP
