Case Study

Health Insurance Company Integrated Media Campaign

Collective Measures worked with a top health insurance company to create a campaign for its 2018 – 2019 Medicare product to attract, educate, retain, and acquire existing and prospective members.
INDUSTRY: Healthcare, Insurance
SERVICE: Display Media, Strategy + Planning, Traditional Media

The Challenge

Develop a robust media plan that reached current & prospective members.

In 2018, Minnesota regulations changed allowing national providers to offer Medicare plans, doubling the competition overnight. The kicker? National players had established national brand awareness and reach, not to mention significant budgets.

The Solution

We efficiently achieved goals by developing a multi-channel approach. 

  • Strategy + Planning
  • Traditional Media
  • Display Media
  • Paid Search
  • Social Media

Collective Measures created a multi-channel media approach to inform and educate, cut through the competition, and position the health insurance company as the leading local voice in Medicare. Channels included TV, site-direct display, out-of-home, print, radio, paid social, native, audio, programmatic display, paid search, and pre-roll video. 

Because of Medicare’s Annual Election Period (AEP), seasonality was a key input that required the media to not only work well but also quickly. So the campaign was split into two parts: Pre-AEP to drive broad awareness and AEP to combat competition and drive enrollments.

The Results

276% Increase in total Medicare conversions.

Not only did the health insurance company retain 80% (goal was 73%) of the current Medicare members, but also increased brand awareness, engagement, and conversions year over year, specifically:

  • 41% increase in overall conversion rate 
  • 95% increase in direct + organic website traffic
  • 86% increase in national organic keywords on page 1
  • 7x estimated traditional impressions  
  • 923% increase in organic social post engagement rates
  • 296% increase in Medicare plan selector clicks

Let’s Work Together

See More Work

B2B Awareness Media Campaign Produces Impressive Results

B2B Awareness Media Campaign Produces Impressive Results

As an industry leader, this global food corporation has multiple lines of business. With their production in the cocoa industry, the global food corporation has faced negative sentiments from the public and their B2B customers. To combat this, they set its sights on executing a proactive awareness-driven media campaign to highlight the work they were doing to improve the Sustainable Cocoa supply chain. The global food corporation partnered with Collective Measures (CM) to support the campaign.

read more
Testing Over-the-Top TV for Hearth & Home Technologies

Testing Over-the-Top TV for Hearth & Home Technologies

Hearth & Home Technologies (HHT) is a hearth industry leader and home to several fireplace brands. Amidst the pandemic-driven surge in home remodeling activity, it was vital for HHT’s flagship brand, Heat & Glo (HNG) to capitalize on the ever-increasing demand, especially leading up to the peak seasonality of September to November.

read more
Tapping into the Power of Video to Inspire Action for Twin Cities United Way

Tapping into the Power of Video to Inspire Action for Twin Cities United Way

As a non-profit organization, The Greater Twin Cities United Way chapter seeks to improve and support the local Twin Cities community through various programs and donations. A global pandemic however, not only affects those that rely on the chapter, but the volunteers who donate time and material items. In an effort to attract new and existing volunteers, performance marketing partner Collective Measures developed a media mix focused on leveraging TV to find (and inspire) the right audiences to step up and get involved.

read more