US Family Health Plan

Objective
USFHP’s paid media strategy had historically centered on data-driven targeting, leveraging third-party data segments across demographic, psychographic, and geographic parameters to reach the right audience efficiently. However, as the high-stakes Open Enrollment period approached in Q4—when competition peaks in the healthcare space—it became clear that simply maintaining an evergreen presence across SEM and Display wouldn’t be enough. To stay competitive, USFHP needed higher impression levels and greater brand visibility to effectively cut through the noise.

Strategic Approach
To elevate USFHP’s presence and ensure maximum reach and engagement among its target audience, MN&Co. developed a high-impact, video-first strategy designed to enhance brand trust and fuel lower-funnel conversion efforts.

✔️ Short-form video development that could be repurposed across multiple channels, ensuring both cost-efficiency and broad visibility.
✔️ Expanded top-funnel reach through Programmatic Pre-Roll, YouTube, and Paid Social Video, leveraging the proven ability of video to boost brand recall and conversion rates.
✔️ Strengthened lower-funnel performance by creating a seamless user journey—driving brand awareness at the top and reinforcing conversion-focused messaging through Paid Search and Display.

Impact & Results
By integrating video into the media mix, USFHP saw significant performance lifts across key channels:

✅ Paid Search efficiency surged, with CTR up 24% and conversion rates increasing by 25% YoY.
✅ Paid Social impressions more than doubled, while clicks saw a staggering 195% increase—demonstrating strong audience engagement.
✅ Overall campaign performance showed notable gains in both impressions and conversions across all platforms, proving the power of a full-funnel, video-integrated strategy.

By adapting to the competitive landscape and prioritizing impactful, high-visibility placements, USFHP not only strengthened brand presence during Open Enrollment but also achieved stronger engagement and conversion results than ever before—reinforcing the effectiveness of a dynamic, data-driven media approach.