Case Study
Brand Category: Health Care
We worked with one of the largest leading health care providers in the United States. They have been providing coverage for Louisianans since 1934, servicing 1.8 million Louisianans across 9 regional offices. Their insurance offerings cover the medical gamut across health, dental, Medicare, and travel.
Challenge:
Generate quality cost-effective leads through a long-form linear TV campaign at a local level.
Strategy
- Developed a highly targeted media plan that targeted adults across seven markets throughout the state of Louisiana.
- Focused primarily in early morning, daytime, and afternoon rotations when target audience TV viewership is highest.
- Ran media seven days a week to maximize frequency and exposure.
- Utilized clean lead-ins on audience-specific top-rated programs and ran inexpensive overnight airings to bring down the average cost per airing.
Results
- Generated one of the lowest overall Cost per Leads (CPL) compared to client’s Direct Mail, Digital, Newspaper, and Short-Form linear TV efforts.
- Averaged a CPL generated by long-form linear TV $72 under the client’s goal.
- Exceeded lead projections, coming in at 111% of our forecasted goals.
- Extended campaign lead generation after test and with such strong initial results, the client implemented our services across additional consumer segments.