GeoFencing Case Study - Health Insurance

The Objective:

Drive consideration and enrollment during open enrollment period given that:
• Consumers typically do not think about insurance coverage until the open enrollment period – with more than half (56%) spend less than 30 minutes researching their health insurance options prior to selecting a provider [2015 A ac Open Enrollment Survey, September 2015]
• Most are satisfied with their core benefits, making switching hard [Strategy & The Birth of the Healthcare Consumer, 2014]
• Consumers, while mindful of premiums and deductibles are more swayed by which doctors are in their plans

The Solution:

Local PagePop has two proven mobile location advertising services that can deliver targeted ads during the critical open enrollment period. Our location-based services outperform non-location based ads in driving click through rates (CTR) and enrollment.

GeoFencing:
Deliver ads to consumers using geo-fencing during open enrollment period to target areas with likely health insurance shoppers. You determine how large you want to set the geo- fence to capture meaningful enrollments. Only consumers within the de ned areas will be served the ads.

GeoRetargeting:
Deliver ads to consumers that have searched for information on health insurance in the past. It’s real-world retargeting based on actual behavior.

Ways to Implement GeoFencing and GeoRetargeting:

There are many ways you can target consumers during annual open enrollment. Here are just a few campaign thought starters for inspiration – our team is here to help you brain storm others:
• Target specific consumer types within geo locations to nd potential enrollees
• Retarget prospective enrollees who have visited gyms or other tness studios during open
enrollment period with ads about your preventive care benefits
• Use mobile video in 10-, 15- and 30-second spots to spotlight key coverage benefits –e.g. a video of
a exercise class to showcase “stay healthy” benefits
• Leverage contextual location data such as weather, time of year to showcase coverage features –
e.g., spotlight preventive benefits like flu shots during winter flu season
• Include interactive information in ads – e.g., “doctor finder” to showcase all the places where
covered individuals can find health providers

The Case Studies:

National Health Insurance Company

Campaign Length: 10 weeks
Market Size: City – Select Cities & towns in PA
Background: Wanted to reach potential customers during the annual Open Enrollment Period, as this is when many people have the option to change or enroll in health insurance.
Solution: Used LBA to target geographic areas with high numbers of uninsured individuals.

Impact: 731K impressions
1,961 clicks
0.27% CTR

Public Services Department

Campaign Length: 1 month
Market Size: Large – Multiple DMA’s
Background: Wanted to make residents of large cities in North Carolina, Texas, Georgia, and Florida aware that they might be eligible to sign up for health insurance via the Marketplace during a upcoming enrollment period.
Solution: Targeted multiple DMA’s in 4 states with a variety of English and Spanish banners enticing users to click for more info if a life changing event had occurred. Some banners also mentioned the benefits of healthcare such as flu shots and check-ups.

Impact: 5,010,000 impressions
28,866 clicks
0.58% CTR

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