Custom Web Applications for Healthcare Staffing Company
MedPro Healthcare Staffing, a leader in providing qualified healthcare professionals, engaged with PATHOS to enhance their digital tools and user experience. We designed and developed a comprehensive suite of web applications, including a dynamic website, a custom savings calculator, and an interactive job board. These solutions aimed to streamline the recruitment process, showcase MedPro’s services effectively, and provide valuable financial insights. By focusing on user-centric design and functionality, PATHOS supported MedPro in advancing their digital presence and improving their overall operational efficiency.
While MedPro’s existing job board had a good foundation, we found there was an opportunity to enhance its performance and deliver a more streamlined, user-friendly experience. Our goal was to increase both the quantity and quality of leads by refining the job board’s functionality. To achieve this, we took a multi-faceted approach, starting with a deep dive into MedPro’s unique audience, analyzing competitor tactics, and identifying key differentiators that MedPro could leverage to stand out from the competition.
After completing a competitor analysis, we audited MedPro’s existing system using available data and mapped the current user experience and customer journey.
This process sparked a key realization: what if we approached this experience the same way we would for eCommerce? Jobs became products – multiple jobs could be added to a “cart,” applying became checking-out, high-level categorization became what Shopify refers to as “collections,” related jobs became upsells, and everything just felt right.
Searching for a job can be frustrating, by eliminating barriers and introducing some familiarity (everyone shops online) the entire process becomes palatable and intuitive. To further increase the potential for lead generation, we incorporated features such as a ‘Quick Apply’ and a job ‘Quick View,’ both having parallels to eCommerce.
For developing the job board, we chose Laravel, Livewire, Bootstrap 5, and Vanilla JS. This combination of tools enabled us to develop and iterate quickly. Since MedPro’s job catalog resides Salesforce, we worked closely with internal teams to develop a replication service to pull job data into a local MySQL database, reducing response times to under 200 milliseconds for filtering and retrieval.
On the front-end, we introduced a facet-based filtering system to help users easily narrow down job opportunities by specialty, location, and other preferences. Job recommendations were powered by an algorithm that adapted to user behavior during the search process.
The flexible environment we built supported rapid development and iteration, allowing us to integrate new features, including XML feeds for third-party job boards like Indeed, as well as advanced tracking and analytics capabilities.
Since we already drew parities between jobs and products, we leveraged Google’s eCommerce tracking events in an unconventional way to gain deeper insights into MedPro’s users. Combined with the enhanced UTM structure we implemented, this data provided us with valuable insights into the customer journey—from acquisition to ‘purchase’—allowing us to identify trends, preferences, and behaviors that informed our marketing strategies.
Since ‘real’ conversions happen when a nurse or allied professional is placed and not when they apply, we also implemented offline conversion tracking. This involved setting up a scheduled job that would pull all recently placed individuals from Salesforce, and upload them to Google Ads. Google then cross-references this information with users who interacted with our ads, which helps refine Google’s algorithm for better resource allocation and has the added benefit of providing us with a comprehensive view of ad performance and ROI.
By focusing on user-centric design and functionality, PATHOS supported MedPro in advancing their digital presence and improving their overall operational efficiency. Our comprehensive approach to web development included integrating advanced tracking solutions, optimizing performance, and ensuring a seamless user experience, all of which contributed to enhanced business outcomes and a more effective online strategy.
