GP supply marketed as aggressively as patient acquisition.
For Australian primary care groups, multi-clinic networks, and PE-backed healthcare portfolios, healthcare recruitment is its own paid-media programme, not a recruitment-team sideline. Same media-at-cost economics as patient acquisition, separate ad accounts, separate creative review pipelines, separate reporting cadences. Partnered Health and For Health both run two distinct paid programmes side-by-side under our retainer.
Six layers, the same ones we run for patient acquisition, retuned for GP supply.
SEEK + Indeed paid media
SEEK is the dominant Australian healthcare recruitment platform. Treated as a paid-media channel, with the same management discipline as Google Ads. Indeed runs in parallel for broader reach.
LinkedIn Recruiter + Sponsored InMail
For senior-clinician supply, LinkedIn Recruiter + targeted Sponsored InMail to specific GP cohorts (e.g. registrars due to qualify, GPs in particular states). High-intent, high-cost, high-ROI when run with discipline.
Google Ads, recruitment intent
"GP jobs Brisbane", "general practice opportunities NSW", "GP partnership Melbourne". High-intent recruitment search, brand defence, geo-segmented by clinic catchment.
Meta paid social, passive supply
For passive-candidate reach (GPs not actively job-searching but persuadable). Lifestyle-led creative, work-environment storytelling, AHPRA-aligned claims about clinical autonomy and patient relationships.
Recruitment landing pages
Per-clinic, per-region, per-role landing pages. Each page tied to a specific clinic, region or campaign cohort. Conversion-optimised intake forms.
Reporting separate from patient acquisition
Separate ad accounts, separate dashboards, separate management fees. Recruitment marketing runs to its own KPIs (cost per qualified application, cost per signed offer) and gets its own portfolio review cadence.
Mixing patient and GP marketing is how programmes fail.
Patient acquisition is high-volume, geo-segmented, intent-led. GP recruitment is national, supply-driven, relationship-led. The creative is different. The platforms are different. The conversion definitions are different.
When agencies blend them, running both off a single ad account or a single management fee, the data muddies, the optimisation suffers on both sides, and neither programme scales properly. We separate them deliberately, with separate management fees disclosed on every Xero invoice line.
For Health is the worked example: a GP-recruitment management fee sits as its own named line on the monthly invoice, alongside a separate patient-acquisition management fee. Two programmes, two fees, two reports.
Active healthcare recruitment programmes
- Partnered Health Medical Centres, 60+ clinic GP-recruitment programme. Per-clinic landing pages, multi-state Meta + Google Ads, dedicated recruitment ad accounts.
- For Health, National GP recruitment campaign. SEM + Paid Social at a flat management fee on cost. Separate from the patient-acquisition Medical Google Management programme.
- Other healthcare recruitment, Allied health practitioner attraction (physio, dietitian, psych), specialist recruitment for surgeons + consultants, occ-health practitioner supply.
Running a healthcare recruitment programme?
Thirty-minute call. We'll review your current SEEK / Indeed / LinkedIn spend, your recruitment landing-page set, and your application-funnel, and tell you what we'd do differently.
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