Optimizing Lead Gen for Complex Products
Integrated tactics cut CPL 95% and delivered 47,000+ new members
Challenge
Our health care client offered an alternative to traditional health insurance, but their product complexity made educating consumers difficult. With limited direct marketing capabilities and resources, they struggled to effectively reach their target audience.
Previous enrollment period efforts disappointed, yielding low membership conversions during the critical 3-month window. Without an optimized strategy and execution, they would continued to fall short of revenue goals.
Further, with Cost Per Lead averaging an unreasonably high $674, they needed a strategy that also prioritized reducing CPL and but still drive membership growth.
Strategy
Accrescent launched integrated display and SEM campaigns to increase enrollment period registrations. Display ads educated prospects and drove traffic to the SEM landing pages. There, customized lead flows provided tailored information to match prospect needs and questions.
Sophisticated tagging and attribution modeling gave complete visibility into lead quality in real-time and enabled rapid optimization to improve lead volume and decrease CPL. Accrescent optimized reach, messaging, and lead nurturing rapidly based on data-driven insights. Tight collaboration with the client ensured alignment on target segmentation, budgets, and performance metrics.
Results
Accrescent generated 47,000 new qualified leads, a over 100% increase over prior periods. The integrated strategy succeeded in the tight 3-month window while decreasing CPL by 95%. Our client exceeded membership goals, fueling 50%+ YoY revenue growth.
