Cutting Through the Noise: FLEX Powers a Purposeful Healthcare Training Rollout

As a large state implemented new state-mandated implicit bias training requirements for healthcare professionals, an opportunity emerged to provide an alternative—one that met legal licensing standards without pushing a politicized agenda. A national advocacy group focused on removing identity politics from healthcare stepped in with a solution: an accessible training course, free from DEI. . FLEX partnered with the organization to 1) produce the video course material, 2) project manage the rollout across audiences, and 3) lead a targeted digital effort to drive course sign ups within the state's medical community. 

Our team partnered with the organization’s internal experts to produce and edit and the course modules and established and managed processes for testing, site readiness, and course launch. 

From the outset, the launch strategy was clear—focus narrowly on a highly relevant audience and use a streamlined digital ad approach. This precision-driven campaign targeted professionals actively searching for DEI-compliant training, allowing the organization to stretch a modest budget for maximum impact.

The results were immediate. In the first month, 125 new members joined through digital ads with a spend of just $436—an average of $3.49 per member. The second month brought in 122 new members, followed by 256 in the third month for $614, lowering the cost per acquisition to just $2.40. In total, more than 1,500 healthcare professionals in the state have now completed the course—many at no cost—through a membership-based access model. This consistently strong performance not only validated the strategy but also pointed to a broader insight: as growth on platforms like Meta began to slow, expanding into more robust and focused digital ad efforts held long-term potential.

The campaign extended beyond paid outreach. FLEX helped support a "Refer a Colleague" initiative, encouraging members to invite their peers to participate. Prospective learners received personalized invitations that emphasized professionalism and clarity—offering a way to fulfill state training requirements without the political baggage.

Participants could explore the program through a detailed FAQ and a short introductory video explaining what set this training apart. First-hand testimonials added further credibility, showcasing a growing movement of healthcare workers who valued integrity and balance in continuing education.

Throughout the campaign, the organization’s mission remained front and center: to keep identity politics out of medicine and restore focus on patient care. Backed by more than 12,000 healthcare professionals and advocates nationwide, the message resonated—especially with those on the front lines.

With FLEX’s support, the campaign not only delivered results—it reshaped the conversation, showing that even in a crowded and politically charged space, clear messaging and smart digital strategy can drive real impact.