Kaiser SCPMG Digital Marketing
Kaiser SCPMG (Southern California Permanente Medical Group) is a physician-led, patient-centered organization that is aimed at transforming health care in America. They provide high-quality, affordable and convenient healthcare to more than 4 million members—a collection of individuals that reflects the vibrant ethnic and cultural diversity of the region.
SCPMG is an outstanding place to practice medicine, offering physicians rewarding opportunities in research, medical education and humanitarian efforts. Yet despite its many advantages, the group faced significant recruitment challenges, particularly in regards to filling niche job positions.
Strategy, SEO, Paid Search, Social Media, Programmatic, Content (Design, Copywriting), Responsive Website Design and Development, Analytics
Doctors don’t enter the operating room without a plan. Neither does Rhythm.
In the case of SCPMG, it was imperative to understand their various audiences. After all, these were far more than “physicians looking for jobs.”
In conjunction with a new communications strategy, SCPMG also asked us to help them grow relevant and qualified traffic to their website, scpmgphysiciancareers.com.
To meet their goal we implemented a number of SEO initiatives including the identification of priority keywords, creation of metadata descriptions, and installation of various keyword tracking tools as well as Google Analytics and Google Tag Manager.
Because everyone has their favorite online social network (including doctors), Rhythm developed a strategy to translate SCPMG’s brand voice online and maximize the effectiveness of their social channels.
Our efforts helped SCPMG remain visible, accessible and relevant to new recruits in the social space.
The detailed strategy we developed also continues to provide SCPMG a roadmap to follow regarding targeted messaging, engagement and measurement.