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Executive Summary

In 2020, Moving Forward Digital Marketing partnered with a major U.S. health insurance company to enhance their digital presence and drive conversions for individual and family healthcare plans. Through sophisticated optimization of Google Search, Google Display, YouTube, and LinkedIn campaigns, we generated over 150,000 clicks, 221,600+ video views, and an impressive 3,756 conversions across platforms.

This case study demonstrates our expertise in the highly regulated health insurance marketing landscape, particularly for individual plans, which require specialized knowledge of both healthcare compliance requirements and the complex customer journey from awareness to enrollment.

The Health Insurance Marketing Challenge

The health insurance company faced several critical challenges in their individual and family plan marketing:

  1. Escalating Acquisition Costs The client was experiencing unsustainably high costs per conversion, significantly impacting their marketing ROI and enrollment efficiency during a competitive enrollment period.
  2. YouTube Engagement Limitations Despite substantial view numbers, their YouTube campaign suffered from low completion and conversion rates, with only 14.11% of viewers watching videos to completion—wasting considerable budget on incomplete messaging delivery.
  3. Audience Targeting Precision The company needed to refine their audience targeting strategy to reach consumers most likely to convert, particularly as individual plan selection involves complex decision factors beyond basic demographics.

Our Health Insurance Marketing Strategy

We developed a comprehensive, multi-platform approach specifically designed for individual and family health plan marketing:

Advanced Optimization & Audience Refinement

Google Search Excellence

Implemented sophisticated automated bidding strategies to systematically lower conversion costs while maintaining enrollment volume, complemented by custom search audiences based on competitor research and high-intent search behaviors.

Display Channel Optimization

Deployed a dual strategy utilizing both Responsive Display Ads and strategic static placements, while refining audience targeting to focus on segments showing highest conversion potential: retargeting similars, financial services interests, and marketing-engaged users.

YouTube Engagement Refinement

Transformed video approach with shorter, more focused creative executions based on data-driven insights from high-performing display ads, significantly improving completion rates and conversion efficiency.

LinkedIn Professional Targeting

Developed precision targeting parameters focusing on industry-specific professionals and job titles most likely to seek individual coverage, while systematically testing ad formats to identify optimal engagement combinations.