Nurse.com · Healthcare education and jobs board · Influencer-led creative strategy · 2026
How Nurse.com reached 200k+ new users at under 20 cents a click
Nurses are one of the most advertising-resistant professional audiences there is. They also trust each other completely.
200k+
new clicks and users
to the website
The results, up top — every number is in the strip below
200k+
new clicks and users
to the website
5M+
relevant impressions
concentrated in the profession
4%+
click-through rate
creative the audience recognised
<$0.20
per click
cost efficiency from relevance
Nurse creators
peer-led strategy
not brand recruitment messaging
01 — The challenge
Reaching a profession that ignores recruitment advertising.
Nurse.com serves continuing education and a jobs board for nursing professionals — an audience saturated with recruitment messaging and sceptical of all of it.
Reaching them cheaply and relevantly at the same time is the whole problem.
“Every nurse I know gets recruited constantly and ignores all of it. What they do not ignore is another nurse telling them how she got her hours done.”
So the campaign was built around nurse creators rather than around the brand.
02 — Our approach
Nurse creators driving awareness for CE and the jobs board.
An extensive influencer-led strategy used creators from inside the nursing and healthcare community, speaking to continuing-education requirements and career moves in the language of the profession.
The result was more than 5 million relevant impressions, over 200,000 new clicks and users at under $0.20 each, and a click-through rate above 4% — which is the signature of creative the audience recognises as its own.
03 — What we did
What the campaign actually consisted of.
The working parts behind the Nurse.com numbers above.
Nurse creators
Inside the profession
Creators were nursing and healthcare professionals rather than general influencers.
Creator asset grid
CE and jobs framing
Two concrete jobs to be done
Creative addressed continuing education requirements and career moves specifically.
Creative from the campaign
5M+ relevant impressions
Targeted, not broad reach
Impressions were concentrated in the healthcare community rather than sprayed wide.
Reported campaign metrics
4%+ CTR at <$0.20
Relevance showing up in cost
Click-through rate above 4% and cost per click under twenty cents.
Reported efficiency metrics
The stack we ran it on
Meta Ads Manager
Paid social
TikTok Ads Manager
Paid social
Creator sourcing
Casting
Spark Ads & whitelisting
Amplification
Frame.io
Creative review
Canva
Creative
GA4
Analytics
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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