Case Study: Vivir Healthcare
Vivir Healthcare provides specialist health care personnel to Australia’s aged care sector and has been providing outsourced clinical care for over 15 years.
About the Client
Vivir Healthcare provides specialist health care personnel to Australia’s aged care sector and has been providing outsourced clinical care for over 15 years. Vivir’s nationwide team of qualified clinicians and carers deliver services across health, nursing and personal care.
Vivir’s management team together with their parent company Chandler Macleod wanted a user-focused website that clearly explained their value proposition to Australia’s aged care sector with the over-arching goal of increasing their market share and reaching new territories.
Due to an aging population, the aged care sector, incorporating residential care, day respite centres and in-home care, is a booming sector of the Australian economy, with providers under pressure to meet required staffing levels and an increased regulatory environment.
Vivir Healthcare’s website needed to have the dual purpose of attracting the attention of health care specialists looking for a career in aged care as well as provide all the credentials that aged care facilities and individuals are looking for when they are recruiting permanent and contract health care specialists.
iFactory suggested a new online approach aimed at positioning Vivir Healthcare as the go-to source of specialist aged-care workforce solutions. In effect, this meant the creation of two websites that contained highly targeted content aimed at:
- Aged care professionals – with the aim of recruiting and retaining aged-care specialists
- Aged care providers – with the aim of growing Vivir’s market share by attracting the attention of new clients via the website
Key to the success of this solution was managing the multiple stakeholders involved, a process that was initiated with a Digital Strategy Workshop in Vivir’s Melbourne head office gathering the input of the full range of stakeholders including front-line health care workers. The Digital Strategy Workshop provided vital input into the design and functionality of the website Vivir’s future business direction, as well as driving the key messages to be delivered in the content written by iFactory’s copywriters.
The site was requested to be developed using leading open-source software, WordPress, to facilitate self-editing and provide Vivir with complete control over all aspects of the site. Features of the new Vivir Healthcare website include:
- Digital Marketing Workshop
- Digital strategy and plan
- Responsive design and functionality for maximum mobile and tablet browser compatibility
- WordPress CMS
- Search friendly URLs
- Interactive banner
- Accessibility features
- Professional copywriting
- Integration with job application software
On completion of the project, Chandler MacLeod’s Manager of Digital Marketing, Natalie Harber said:
“Thanks again. iFactory are proving to be a really valuable partner for CMG. The digital marketing strategy looks really thorough and comprehensive, thank you for your time and effort on this.”
Completed: June 2016
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