Healthcare Integrated Campaign Does 4x Better Than Goal
Delivering high Return on Ad Spend (ROAS) in an integrated healthcare marketing campaign.
Client: Group Health Cooperative of South Central Wisconsin
The Challenge
As a non-profit, member-owned health plan providing healthcare and health insurance services to over 80,000 people, Group Health Cooperative of South Central Wisconsin (GHC-SCW) is fueled by the strength of its members. And, as the saying goes, “there’s strength in numbers.”
For this project, we teamed up with GHC-SCW marketing and sales departments with the shared goal of increasing WPEG/ETF members by 800. We also used this campaign as a test to see which tactic provided the best ROAS, hoping to better understand the most effective placements and calls to action to use in the future.
Campaign Goals:
- Increase membership within a dual choice state health insurance program.
- Track marketing engagement data to determine the most effective placements and calls to action to use for future campaigns.
What We Did:
- We designed a plan with two layers to this campaign: mailers (postcards and packets) and a programmatic digital campaign.
- We created all the creative materials, managed the digital campaign, and built a reporting system to track two key actions we wanted users to take – website visits and phone calls.
The Results:
- At the end of the campaign, we more than quadrupled membership of that segment, with an increase of over 3,500 members with a total estimated revenue of almost $2 million.
- We had a 5 figure marketing budget, giving this campaign a return-on-ad-spend (ROAS) of almost 5,000%.
