United Healthcare (Paid Media)
You don’t need another “partner” and we don’t want to be just another vendor. We prefer you to think of us as wise counsel.
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Results Worth Bragging About
22%
13%
7.60%
Background
UnitedHealthcare, part of UnitedHealth Group, delivers a broad spectrum of insurance plans, from individual and family coverage to Medicare, Medicaid, and dental, while championing wellness, clinical support, and community impact to help people live healthier lives and improve the health system for everyone. PBJ was hired to help increase enrollment in their medical plans offered to DC Government employees. Despite having strong brand recognition, they faced challenges reaching this audience effectively.
Traditional awareness efforts were not enough, as employees often required multiple touchpoints before making a decision to enroll. Without a focused strategy, ad dollars risked being wasted on people outside the intended audience, and tracking limitations made it difficult to measure performance accurately.
Our Strategy
To solve this, we designed a comprehensive paid media campaign focused on multi-channel outreach with careful consideration given to the narrow target audience - DC Federal Employees only. Our final media mix was Google Ads (Search), LinkedIn Ads, IP Targeting, and Meta. IPtargeting allowed us to reach employees in government buildings and at home. With LinkedIn, we could target employees of specific DC Federal Govt. Agencies. Meta was a great low-cost channel for remarketing.
Our funnel approach included:
- Top of Funnel: IP targeting and LinkedIn ads to build awareness among government employees.
- Middle of Funnel: Paid search campaigns on Google with relevant keywords and geotargeting.
- Bottom of Funnel: Retargeting website visitors with tailored messaging to drive enrollments and retain current members.
Ongoing management also involved campaign optimization, KPI tracking, and monthly reporting, ensuring UHC could measure success, adjust quickly, and maximize ROI.
Results Worth Bragging About
- Full Plan Benefits Summary Downloads up 22%
- First-time callers up 13% CTRs Achieved vs. Industry Benchmarks
- Google: 7.60% vs. 2.91%
- LinkedIn: 0.96% vs. 0.44%
- Meta: 1.2% vs. 0.56%
- IP: 0.55% vs. 0.20%
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