CARE CONNECT
The first provider-owned narrow network health plan in New York State, CareConnect was created to make it easy for people to get and stay healthy. Its media targets were small, regional companies, with fewer than 100 employees.
CHALLENGE
To increase annual enrollment by over 100% with a media budget 25% less than the year prior.
STRATEGY
Due to the limited availability of first party data, we relied 3rd party data and research to target our core audience demographically, geographically and with intent. With a modest ad budget and heavy competitive spend, it was incumbent to maximize each and every ad dollar; running exclusively during pre-enrollment periods and focusing on more efficient media channels and regions with lower media costs (sorry Manhattan). WMG measured and optimized results through site analytics, response and search data in order to refine and enhance results.
RESULTS
Over 200% increase in overall membership and a five-fold increase in new membership organizations.
