Medical Staffing Lead Generation Case Study

Campaign Snapshot

Company: Exceptional Medical Staffing
Headquarters: Research Triangle Park, North Carolina
Industry: Human Resources and Staffing
Target Location: North Carolina, United States
Target Prospects: Directors of nursing, facility administrators and staffing coordinators at skilled nursing, long-term care, assisted living and hospital settings
Service Provided: Recruitment and Staffing Agency Lead Generation
Campaign Goal: Book qualified meetings with care facilities that need supplemental RNs, LPNs and CNAs
Campaign Duration: 4 months
Channels Used: Cold Calling, Email Marketing
Total Appointments: 73 qualified facility meetings

Channel Activity Metrics

Calls started conversations with facility staffing contacts. Email supported follow-ups between call attempts and gave prospects information to review before scheduling a meeting.

• Cold Calls Placed: 16,800+
• Emails Sent: 9,600+
• Email Replies: 310+
• Total Conversations: 1,400+
• Average Monthly Calls: 4,200+

Company Overview

Exceptional Medical Staffing is based in Research Triangle Park, North Carolina. The agency supplies registered nurses, licensed practical nurses and certified nursing assistants to hospitals and short- and long-term care facilities. Its scheduling line operates 24 hours a day, seven days a week, 365 days a year. Its management team brings 18 years of healthcare industry experience.

The Challenge

Exceptional Medical Staffing had nurses and CNAs ready to work but needed a consistent way to reach facility contacts responsible for staffing and shift coverage.

The campaign faced four challenges:

• New facility opportunities arrived at an uneven pace
• Front desks and unit phones limited access to directors of nursing
• Outreach competed with scheduling and payroll responsibilities
• Much of the agency’s business depended on a few existing facilities

The agency needed a structured process to identify care facilities, reach staffing decision-makers and book qualified meetings.

Before vs After: The Shift in Exceptional Medical Staffing’s Facility Pipeline

The campaign gave Exceptional Medical Staffing a measurable source of facility meetings and staffing opportunities beyond referrals and existing accounts.

Campaign Objectives

The primary goals of the campaign were:

• Identify care facilities with current or recurring shift coverage gaps
• Reach directors of nursing and administrators by phone
• Confirm supplemental staffing needs before booking
• Build a repeatable source of facility meetings across North Carolina

Outbound Outreach Strategy

Our healthcare lead generation campaign used calls and emails to reach facilities that could need supplemental nursing staff. Messaging addressed open shifts, call-outs, overtime and coverage needs.

Targeted Facility Prospect Lists

Our custom list building team built facility lists across five care settings:

• Skilled nursing facilities
• Long-term care facilities and nursing homes
• Assisted living and memory care communities
• Rehabilitation and post-acute centers
• Hospitals and behavioral health units

We checked facility type, county and contact role on every record. Each email address went through ZeroBounce verification before entering an outreach sequence.

Multichannel Outreach Strategy

Calls helped us identify staffing gaps and speak with facility contacts. Emails explained the agency’s staffing support and continued conversations between call attempts.

Cold Calling

Our B2B cold calling team contacted nursing directors, administrators and staffing coordinators to:

• Reach contacts involved in staffing agency decisions
• Work through front-desk gatekeepers to reach nursing offices
• Ask about open shifts, call-outs and overtime
• Discuss supplemental nursing coverage
• Book qualified staffing meetings during the call

Email Follow-Up

Email outreach supported the calling campaign by:

• Following up after live conversations or voicemails
• Explaining the agency’s 24/7 scheduling availability
• Sharing information about credentialed RNs, LPNs and CNAs
• Providing a direct link to book a staffing meeting

Qualification Criteria

We used a four-point qualification screen to check facility eligibility, decision-making authority, staffing needs and interest before booking.

• Operates a licensed care setting in North Carolina
• The contact controls or influences staffing agency decisions
• Has current or recurring shift gaps for RNs, LPNs or CNAs
• Is open to a new or backup staffing partner

Only facilities that met all four criteria were scheduled with Exceptional Medical Staffing’s team.

Booking Method

Our B2B appointment setting team booked qualified facility contacts directly on Exceptional Medical Staffing’s calendar during live calls.

• Direct appointment booking
• Calendar invitations
• Email confirmations
• Follow-up reminders

This process gave facility contacts clear meeting details before their discussion with the client team.

Campaign Results

The four-month campaign produced 73 qualified facility meetings. Monthly bookings increased from 12 during the launch month to 25 in the final month.

Appointment Outcomes

• Total Meetings Booked: 73
• Average Monthly Meetings: About 18
• Conversation-to-Meeting Rate: Approximately 5%, using the reported conversation count

Campaign Timeline: How the Facility Pipeline Built Over 4 Months

Meeting volume increased as the team refined facility lists, calling scripts and follow-up messages.

• Month 1, Setup and First Meetings: We built facility lists, verified emails and tested calling scripts with nursing offices. This phase produced 12 qualified meetings.
• Months 2 to 3, Consistency Building: We continued the calling and email cadence and refined messaging around call-outs and overtime. This phase produced 36 meetings, averaging 18 per month.
• Month 4, Peak Performance: We followed up with contacts from earlier conversations and booked 25 meetings, the campaign’s strongest monthly result.

The campaign booked 73 qualified meetings over four months. Monthly bookings increased from 12 in the first month to 25 in the final month.

Pipeline Impact

The campaign helped Exceptional Medical Staffing identify facility needs and start discussions with potential clients.

• Qualified Opportunities Created: 50+
• Active Staffing Discussions: 30+
• Facilities Sent Service Agreements: 18+
• Care Setting Coverage: Skilled nursing, long-term care, assisted living, rehabilitation and hospital units
• Staffing Business Development: A structured outbound prospecting process

Why the Campaign Worked

Five choices supported the campaign results.

• Facility-Based Targeting: Prospect lists focused on care settings that use supplemental nursing staff.
• Nursing Office Access: Calls reached contacts involved in scheduling and staffing agency decisions.
• Consistent Outbound Volume: An average of 4,200+ calls per month supported prospecting and follow-ups.
• Coverage-Focused Messaging: Calls and emails addressed open shifts, call-outs and overtime.
• Coordinated Follow-Up: Emails supported calling activity with staffing information and meeting links.

Sample Outreach Workflow

Each facility followed a clear path from prospect research to a booked staffing meeting.

• Identify a care facility within one of the five target settings
• Call the nursing office using a healthcare-specific script
• Ask about open shifts, call-outs and overtime
• Confirm staffing needs, decision-making authority and interest in another partner
• Send a follow-up email with staffing and scheduling details
• Book a qualified meeting on Exceptional Medical Staffing’s calendar
• The client team conducts the meeting and handles staffing discussions and credentialing

Key Performance Summary

The four-month campaign created a direct source of qualified facility meetings and staffing opportunities.

• Campaign Duration: 4 months
• Total Qualified Meetings: 73
• Monthly Average: About 18
• Cold Calls Placed: 16,800+
• Emails Sent: 9,600+
• Email Replies: 310+
• Total Conversations: 1,400+
• Qualified Opportunities: 50+
• Active Staffing Discussions: 30+
• Facilities Sent Service Agreements: 18+