InHealth Mutual is a nonprofit insurer – a consumer operated and oriented plan (CO-OP) – built for members by members to provide quality, affordable health insurance that is responsive to the needs and wants of all Ohioans. It is different from the traditional insurers given its nonprofit status and focus on individuals and small businesses, which includes a governing board of directors with a members majority.
Over a 3.5 month period, our Smart Zones by Responsory campaign goals were to:
- Increase landing page traffic
- Generate engagement through landing page link(s)
- Build awareness of InHealth among specific target audiences
- Test creatives
We targeted millennials and young families in all 88 Ohio counties with two campaigns. For the first month, we ran a pre-enrollment brand awareness campaign to prime our target audiences for action. Display ad audiences were prompted to locate a broker.
The remaining 2.5 months, we ran our enrollment campaign and audiences were prompted to get an online quote.
Our pre-enrollment mix of creatives and landing page usability strategies earned a .09% CTR and a 39% click to conversion rate. Remember, a conversion means the user searched for a broker near them. Nearly 4 out of every 10 ad clickers took this action!
The enrollment campaign ads earned 0.11% to .14% CTR - we ran creative tests - with an average of .12% and 71% click to conversion rate. A conversion click means the user used the online quote function on the landing page. So, 7 out of every 10 ad clicks resulted in a get a quote conversion!
These outstanding results demonstrate Smart Zones‘ unusual ability to accurately target audiences and the powerful reach of this cookie-free platform.