It’s no surprise that cost is the greatest concern for people who buy individual health insurance. Research shows that beyond the monthly premium, there’s frustration and concern surrounding deductibles. This concern grew exponentially during the 2021 open enrollment period because of job and income losses caused by the pandemic. Many considered going uninsured. With only a short 45-day open enrollment period, ConnectiCare needed to convince people that there were cost-saving plans available.
We crafted a fully integrated digital campaign, which included paid search, display, video, and social media. Messaging focused on the increased importance of health insurance during the pandemic and that there were in fact plans that could help lower costs. Daily dashboards allowed us to optimize the campaign in real time, allocating impressions to tactics that were driving the most leads. We utilized proprietary technology to capture the digital signature of every user, giving us line of sight into the full user journey.
We saw a 77% increase in paid search click through rates (CTRs) year-over-year—clicks that had a 93% conversion to qualified leads. Display retargeting CTRs increased by 59% year-over-year and the video campaign generated over 979,000 completed views.