Efficient Clinician Recruitment: Lowering CPC by 50% & Driving 23k Clicks

Recruiting and retaining skilled clinicians is essential to delivering high-quality behavioral health care—especially in a virtual environment. While we’ve successfully partnered with Array Behavioral Care on direct-to-consumer paid media campaigns since 2023, applying that expertise to support clinician recruitment marked a new phase of our collaboration.

Array Behavioral Care is a leading virtual psychiatry and therapy practice with 25 years of experience expanding access to high-quality care. Array delivers services across the behavioral health continuum—including acute, outpatient, and at-home care—through partnerships with hospitals, health systems, community clinics, and health plans nationwide.

To support growing demand and maintain timely access to care, Array needed to attract more licensed psychiatrists and therapists to deliver virtual services across a variety of care settings.

Recruiting licensed clinicians on a national scale is a complex challenge, especially in a competitive job market. Array Behavioral Care sought to expand its clinical team by increasing awareness and driving job applications for flexible virtual care roles.

These positions give psychiatrists and therapists the opportunity to provide care across a range of settings with scheduling flexibility and strong clinical support. Array’s structured care pathways, integrated technology, and clear practice standards help create an environment where clinicians can focus on delivering effective, high-quality care.

To drive more clinician applications for Array Behavioral Care, we implemented a strategic paid search campaign on Google. Rather than taking a broad nationwide approach—which would have been expensive and inefficient—we identified key priority regions based on the number of booked appointments in their system. Key regions were prioritized when the number of booked appointments for patients exceeded the number of available clinicians. We grouped these high-need states into four distinct “Teams,” each consisting of three to seven states where demand for virtual mental health services was highest.

Within each team, we structured targeted ad campaigns with multiple ad groups designed to capture different types of search intent. These ad groups focused on:

• Acute care roles for clinicians interested in providing virtual psychiatric care for patients in acute care settings who need crisis intervention and stabilization
• Psychiatrist-specific roles tailored to licensed medical doctors seeking virtual psychiatry opportunities
• Therapist and counselor roles targeting a broader pool of licensed mental health professionals

To create a seamless user experience, each ad directed potential applicants to a landing page displaying all available job listings, with clear links to apply directly on the website. Our ad copy was crafted to be as precise and relevant as possible, aligning with the specific search terms that triggered the ad. This ensured that clinicians saw highly relevant job opportunities customized to their expertise and interests, ultimately increasing the likelihood of engagement and conversions.

Since launching the campaign in July 2024, we’ve seen impressive engagement metrics that highlight the success of our targeted approach. Our ads generated over 23,000 clicks from 350,000+ impressions, resulting in a click-through rate (CTR) of over 6.5%–more than double the industry average of 3%.

Additionally, our cost-per-click (CPC) remained low, averaging just $1, which is nearly 50% below our maximum target cost. This efficient spend allowed us to maximize visibility and engagement while maintaining cost-effectiveness.

While healthcare tracking limitations within the platform itself prevent direct attribution of applications or hires, these results strongly indicate a significant increase in awareness and interest among clinicians. Encouraged by these outcomes, we have since expanded our Paid Search strategy to include additional clinician career paths, further scaling our efforts to meet recruitment needs.