The challenge
Radiology recruitment came with a specific set of challenges. BMC needed to reach highly skilled professionals in a workforce segment known for high demand, strong compensation expectations, and a preference for flexibility.
Traditional recruiting tactics were not cutting through. BMC also lacked organic search visibility for radiology roles, which meant paid channels needed to work harder and smarter. With a $50K media budget and an experienced-hire priority, the strategy needed to be focused, measurable, and flexible enough to adjust mid-flight.
What Integral did
Integral developed an eight-week omnichannel recruitment campaign designed around audience behavior, channel performance, and real-time optimization. The audience-first strategy focused on experienced radiology professionals including supervisors, leads, and technologists, with secondary targeting for recent graduates open to relocation.
Programmatic display used AdDaptive and GumGum to reach professionals engaging with healthcare and radiology-specific content. Paid search through Google Ads captured high-intent traffic using terms related to radiology jobs, MRI technician careers, relocation opportunities, and related role-specific searches. LinkedIn was included initially, then paused due to underperformance so budget could be reallocated to stronger channels. Creative concepts were designed around lifestyle and professional motivators, including flexibility, quality of life, and career growth.
Results and impact
The campaign exceeded expectations in several key areas. Results included 7.7M+ impressions, 16.9K+ clicks, and 14K+ landing page visits. AdDaptive clicks exceeded forecast by 59% and landing page visits outperformed by 216%. GumGum impressions exceeded plan by 47%, clicks exceeded forecast by 140%, and landing page visits exceeded forecast by 165%. Google Ads achieved a 7.13% CTR.
The campaign demonstrated Integral's ability to adjust mid-flight, prioritize ROI, and optimize based on real-time performance feedback.
Strategic takeaway
Specialized audiences require specialized strategy. You cannot reach high-value candidates with generic recruitment messaging and hope. This campaign worked because the strategy focused on audience motivation, channel performance, and continuous optimization. When something underperformed, it was not protected by ego. It was adjusted. That is the strategy.
No pressure. No hard sell. Just a real conversation.
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