Connecting Compassion to Career: A Statewide Digital Pipeline for Healthcare Recruitment
A centralized, high-traffic digital platform that powers New York State's Caring Gene® initiative, connecting over 1.6 million visitors with fully funded training and placing 1,500+ students in critical healthcare roles.
Services Provided
- WordPress Development
- UX/UI Design
- Software Modernization
Industries
- Healthcare Workforce Development
- Non-Profit
1,500+
Students Enrolled
Successfully guiding candidates into critical career paths, with another 2,000 candidates currently awaiting review
98%
Recommendation Rate
A recent survey indicates 98% of users would recommend the program, reflecting the platform's high usability and impact.
1.6 Million+
Site Visits
Serving as the primary digital funnel for a statewide recruitment campaign that targets "heroes in the making".
The Challenge
The Caring Gene® Career Pathways Training (CPT) program is a vital initiative funded by the NYS Department of Health. Its mission is ambitious: solve the "dire long-term caregiver shortage" by covering tuition costs for students who commit to working for Medicaid-serving providers in Upstate New York.
As the campaign gained momentum, the original digital infrastructure struggled to keep pace. The legacy site faced stability issues and lacked the intuitive user flows needed to guide diverse applicants—ranging from high school graduates to career changers—through the complex eligibility requirements of a state grant program.
In workforce development, a confusing website is a barrier to entry. If a potential nurse or social worker cannot easily determine their eligibility or find a participating school, the state loses a critical worker. The program needed a stable, scalable, and human-centered platform to convert "interest" into "enrollment."
- Legacy site facing stability issues under high traffic from TV and digital ad campaigns
- Complex eligibility requirements difficult for diverse applicants to navigate
- Confusing website creating barriers to entry for potential healthcare workers
- Need to support rapid program growth across 32 counties
Stability & Rescue
Comprehensive rescue of the existing WordPress environment, optimizing code and server architecture to handle massive traffic spikes.
A Guided Career Journey
Redesigned the user experience to be a "digital counselor" with clear, accessible pathways through 13 approved career titles.
People, Process, Capacity
Established a managed support workflow enabling rapid updates to provider maps and program requirements without technical bottlenecks.
Our Guidance
The Foundation: Stability & Rescue
TWC acted as the technical guardian for the program. Our first priority was "Clarity, not Complexity." We executed a comprehensive rescue of the existing WordPress environment, optimizing the code and server architecture to handle massive traffic spikes driven by TV and digital ad campaigns. This ensured that when the "Call to Care" went out, the site was ready to answer.
The Solution: A Guided Career Journey
We redesigned the user experience to be a "digital counselor." Recognizing that eligibility rules for state grants can be dense, we built clear, accessible pathways that guide users through the 13 approved career titles (e.g., LPN, Respiratory Therapist, Social Worker). We implemented interactive "Interest Forms" and logic-driven navigation to pre-qualify candidates before they applied, streamlining the workload for the case management team.
People, Process, Capacity
To support the program's rapid growth (now covering 32 counties), we established a managed support workflow. This gave the Caring Gene® team the capacity to rapidly update provider maps and program requirements without technical bottlenecks, ensuring the site remained compliant with evolving NYS Department of Health regulations.
Outcomes & Impact
This project demonstrates how robust software can amplify social impact, turning a funded mandate into a tangible, accessible reality that changes lives—both for the students finding careers and the patients they will eventually serve.
1,500+
Students Enrolled
The platform now supports close to 1,500 approved students preparing for careers in healthcare, behavioral health, and social care, with another 2,000 awaiting review.
98%
Recommendation Rate
The focus on "Ease of Use" resulted in a 98% recommendation rate from surveyed users, validating the decision to prioritize accessibility in the redesign.
1.6M+
Site Visits
By simplifying the digital user journey, we helped generate over 1.6 million site visits, proving that a user-friendly interface is essential for large-scale public health initiatives.
Working with Troy Web and the team on the development of this custom WordPress site was a highly collaborative process that created a digital experience that truly supports our program goals. Built with ease of use and accessibility in mind, the platform now supports close to 1,500 approved students... It’s always a win when great collaboration leads to even greater impact.
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