Insights
Case Studies
Healthcare + Medicare
Driving Enrollment with a Targeted Marketing Campaign Strategy and Creative
Opportunity
A nonprofit health plan organization needed to engage a specific target audience and drive them to enroll in Medicare programs in a short time window. Geographic restrictions around enrollment meant that the health program campaign required additional nuance for targeting and messaging.
THE GOAL:
Create a communication funnel through a multichannel campaign to engage Medicare prospects and drive response rates in a specific time frame.
Solution
IWCO developed a comprehensive strategy and the corresponding creative for a one-to-one marketing campaign that incorporated a mix of print and digital channels, including:
- Personalized and targeted direct mail
- Social Media
- Digital advertising using online images and video, email and display ads
- Search marketing efforts and optimized search
Our team also developed creative in alignment with channel best practices, including:
- Branded search terms
- Photography informed by key research insights
- Videos in different lengths, optimized to each channel
- Progressive messaging that moved from high- level to specific as prospects approached the target time frame
Results
IWCO’s campaign strategy and creative reduced overall costs and increased response rates for the organization’s ad campaign, helping drive awareness of and enrollment in its Medicare programs.
IMPACT
IWCO’s partnership delivered:
Reduced aggregate cost-per-sales qualified lead (CPQL) across key channels:
+29% CPQL in direct mail
+44% CPQL in social
+60% CPQL in search marketing
Other Results
+32% increase in aggregate gross response rate
+24% cost reduction in direct mail cost-per-acquisition
+39% reduction in cost per acquisition in digital
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