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Activation and Adoption

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Overview

Our healthcare staffing marketplace faced a critical challenge as it matured: facilities consistently favored experienced gig nurses and aides over newcomers, creating a significant barrier to entry for new healthcare professionals. This preference, while understandable given the reduced onboarding time and perceived reliability of veteran staff, was creating an unsustainable marketplace dynamic.

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The impact was twofold: new clinicians struggled to gain their first assignments despite being qualified, while facilities faced increasing staff shortages due to the limited pool of experienced gig workers they were willing to utilize.

 

This bottleneck was hindering our platform's growth and our ability to address the broader healthcare staffing crisis.

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To break this cycle, I developed and implemented a strategic incentive program that offered facilities invoice discounts based on their engagement with new clinicians. This data-driven approach transformed the risk of working with new clinicians into a financial opportunity for facilities, while simultaneously creating crucial entry points for new healthcare professionals joining our platform.

This solution addressed both sides of our marketplace: providing new clinicians with essential first assignments while helping facilities expand their qualified talent pool cost-effectively

Process and Approach

1. Data Analysis & Problem Definition

  • Analyzed platform data to quantify new clinician activation rates

  • Interviewed facility users to validate their preference patterns

  • Identified key barriers preventing facilities from choosing new clinicians

  • Calculated cost implications of unused new clinicians

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2. Program Design & Strategy

  • Developed a mechanism allowing for creative control and testing for promotion creations

  • Created clear eligibility criteria for both facilities and clinicians

  • Established program success metrics

  • Designed monitoring system to prevent potential program abuse

  • Calculated sustainable discount levels that balanced incentives with business costs

  • Collaborated with finance team to validate program economics

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3. Stakeholder Alignment & Implementation

  • Presented program to leadership for approval

  • Created educational materials for internal and external users

  • Developed training modules for support teams

  • Built dashboard to track program effectiveness

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4. Launch & Optimization

  • Rolled out program to pilot group of facilities

  • Monitored early adoption and feedback

  • Made real-time adjustments based on initial results and planned future iterations

  • Established regular review cycles for program performance

Solution

Dynamic Incentive Framework

  • Created flexible promotion module that enabled:

    • Testing different discount amounts

    • Targeting specific license types (RN, CNA, LPN)

    • Adjusting promotion criteria based on market conditions

    • Customizing incentives by geographic region

  • Allowed for rapid experimentation to find optimal incentive levels

  • Enabled data-driven decisions about promotion effectiveness

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Components

  1. Promotion Configuration System

    • Set configurable parameters for:

      • Discount percentages

      • Qualification thresholds

      • Time periods

      • Target markets

      • License type targeting

  2. Monitoring & Analytics

    • Built-in analytics dashboard tracking:

      • Promotion performance by market

      • Clinician selection data

      • Facility savings metrics

  3. Support Infrastructure

    • Automated promotion notification system

    • In-app promotion indicators

    • Current performance tracking tools
    • Reporting and invoice reflection

Results & Impact

Quantitative Impact:

  • Increased new clinician activation rates

  • Expanded available workforce pool for facilities

  • Improved marketplace liquidity through broader clinician utilization

  • Reduced time-to-first-shift for new clinicians

  • Enhanced facility willingness to try new clinicians

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Operational Benefits:

  • Created scalable framework for testing and implementing promotions

  • Enabled data-driven optimization of incentive amounts

  • Improved ability to respond to market-specific needs

  • Developed reusable promotion infrastructure for future initiatives

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Long-term Strategic Impact:

  • Enhanced marketplace health through better supply-demand balance

  • Created model for new clinician activation

  • Improved platform value proposition for both sides of marketplace

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