From Practitioner to Leader: A Case Study in Marketing to Healthcare Professionals

C A S E S T U D Y

A DYNAMIC BUSINESS SCHOOL | CANADA

Overview

A dynamic business school in Alberta is known for its flexible programs, experiential learning opportunities, and strong community connections. Specifically designed to serve working professionals, the school offers specialized graduate programs that empower students to advance their careers without pausing them.

To attract experienced healthcare practitioners looking to transition into leadership, the school needed to launch a targeted digital marketing campaign for two key programs uniquely delivered through a collaboration between the business school and the Faculty of Health Sciences.

Project scope.

Goal

To build and execute a full-funnel digital advertising strategy to generate qualified leads and drive applications for two graduate programs designed for working healthcare professionals.

Timeline

February 2025 - May 2025

Location

Alberta, Canada

Industry

Education

Services

Strategic research and planning, full-funnel digital advertising, landing page development, email marketing, ad creative and copywriting, A/B testing, analytics and reporting.

The challenge.

The school needed to launch a new digital marketing campaign to attract a niche audience of experienced, mid-career healthcare professionals to its specialized graduate programs. The primary challenge was to cut through the noise of a busy professional's life, clearly articulate the value of the programs, and drive applications within a compressed four-month timeline in a competitive local market.

01

Engaging the overcommitted healthcare professional

The target audience consists of busy, mid-career healthcare practitioners balancing demanding full-time jobs and family responsibilities. The challenge was to craft a message that positioned further education not as another commitment, but as a flexible, manageable, and direct path to career advancement, requiring a deep understanding of their unique pain points and motivations.

02

Marketing a pathway, not just a program

With both a graduate certificate and a master's degree, the challenge was to create a clear and distinct value proposition for each. We needed to effectively market the certificate as a low-risk, high-value entry point for skill development, while simultaneously positioning the master's as the ultimate goal for those seeking significant career progression, all without confusing the prospective student.

03

Driving urgency in a competitive market

The campaign had to be launched and executed within a tight four-month window leading up to the June 1st application deadline. In a competitive market with several other institutions offering similar credentials, the challenge was to quickly differentiate the school’s programs, build a pipeline of qualified leads, and nurture them to apply before the deadline.

The solution.

Our strategy was informed by a deep analysis of competitor messaging and a detailed student persona, allowing us to position the school’s programs as the most direct and flexible path to career advancement. To meet the campaign's aggressive four-month timeline, our approach was built on speed and precision, targeting a highly specific audience of working healthcare professionals. We bypassed a lengthy awareness phase and immediately moved to create a complete lead generation and nurturing ecosystem from scratch.

Full-funnel infrastructure for a niche audience

We built the entire digital marketing funnel from the ground up, tailored specifically to the needs of busy healthcare professionals. This included a high-converting landing page that clearly articulated the value of both programs, a multi-platform ad campaign, and a comprehensive 10-part email nurture sequence designed to guide leads from initial inquiry to a submitted application.

A "laddering" messaging strategy

To address audience uncertainty about committing to a full master's degree, we developed a strategic messaging framework that positioned the graduate certificate as a flexible, low-risk first step. We framed the master's as the ultimate goal for career advancement, and we communicated how the certificate credits could be "laddered" into the full master's program, creating a clear and accessible pathway for prospective students.

Multi-platform advertising for healthcare professionals

We launched a targeted ad campaign across Meta (Facebook and Instagram), LinkedIn, and Google to reach candidates at every stage of their journey. LinkedIn was used for precise professional targeting, while Meta proved highly efficient for generating broad awareness and cost-effective leads. All ad copy was tailored to the platform and audience, focusing on tangible career outcomes and the unique flexibility of the programs.

High-urgency lead nurturing

With a tight four-month timeline, nurturing leads was critical. Our 10-part automated email sequence delivered timely information about the curriculum, faculty, and student life, while consistently reminding prospects of the approaching June 1st application deadline. This, combined with the successful promotion of a key info session, kept leads engaged and created a sense of urgency that was essential for driving conversions before the deadline.

The results.

125%

Increase in domestic applications (Canadian citizens and residents). The campaign had a direct and significant impact on enrollment, more than doubling the number of domestic applications across the two programs.

63%

The campaign successfully shifted the applicant pool to be more local, with 63% of all 2025 applications being domestic, compared to 38% the year prior. The proportion of domestic applicants across both programs increased significantly, proving the strategy's success in targeting and attracting Canadian healthcare professionals.

63%

Lower cost-per-lead than industry benchmark. The campaign delivered exceptional value, achieving an average cost-per-lead 63% lower than the reported industry benchmark by Search Influence for graduate programs, demonstrating a highly efficient strategy that maximized the return on ad spend.

Quality Application Pool

According to the assistant professor & assistant dean of graduate programs, the campaign's primary success was the marked improvement in applicant quality. This feedback confirms that the strategic, persona-driven messaging resonated with the right audience, attracting candidates who were not only interested but also a strong fit for the program—a key indicator of a successful recruitment campaign.

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The key learnings.

For healthcare professionals, the message must focus on tangible career outcomes, not just academic features

Our research showed that this audience is motivated by clear career progression. By framing the graduate certificate as a direct path to improving their current role and the master's as the key to unlocking managerial positions, we addressed their primary motivations, successfully translating program features into tangible, real-world benefits.

When targeting a niche professional audience, test platform efficiency, not just precision

While LinkedIn offered precise targeting of healthcare professionals, Meta proved to be the campaign's workhorse, generating the vast majority of leads at a significantly lower cost. This demonstrated that for this specific audience, Meta's broad reach combined with sharp, persona-driven messaging was more efficient and effective than more expensive, professionally-focused platforms.

In a short campaign, a strong nurturing strategy is the key to driving urgency

With only four months until the application deadline, converting leads quickly was critical. Our multi-touch email sequence and a highly successful info session created consistent, value-driven touchpoints that kept the program top-of-mind and guided busy professionals through the application process before the window closed.