US Family Health Plan

objective

At the start of 2023, USFHP’s paid media was primarily focused on channels that allowed for us to tap into valuable 3rd party data segments, demographic, psychographic and geographic targeting for the most effective reach.  However, as we approached Q4 and the very competitive time that is Open Enrollment, we felt strongly that our our evergreen presence across SEM and Display could afford higher impression levels given the competitive nature of this category.

solution

The primary focus of our recommendation was based on the development of short-from video that could be repurposed across several channels, with the goal of increasing brand reach to our ideal audience, via high impact – top funnel, visual messaging. Programmatic Pre-Roll, YouTube, and Social Video placements have a history of increasing brand trust, expanding reach, and most importantly, boosting conversion rates on lower funnel tactics. Thus, ensuring we would have an increased chance of cutting through the competitive space that is the health care industry’s most important time of year.

results

Since adding in Social Video, Pre-Roll, and YouTube, our Paid Search campaign has significantly improved compared to 2022, increasing our CTR and conversion rate by 24% and 25% respectively. Paid Social impressions more than doubled and clicks were up by 195%. Overall, our 2023 campaign notably increased impressions and drove higher conversions across all platforms.