Challenge
Paladina Health is devoted to reducing healthcare costs and improving employee health and wellness. Its solution? Employer-sponsored direct primary care offered as an add-on to existing health benefits. With winter fast approaching, the Paladina Health team was looking to boost member enrollment by tapping into seasonal attitudes and New Years’ “resolutions” regarding health and preventive care. But one problem—many eligible employees weren’t aware of the services available through Paladina Health or didn’t understand where they’d fit within employer-sponsored health insurance. What’s more, lead generation was uncharted territory for the Paladina Health team. And time was of the essence. So, they turned to 90octane to build an end-to-end strategy to amplify awareness and engagement, connect with potential new members and guide them toward scheduling appointments with Paladina Health providers.
Solution
Accessible, affordable, quality healthcare is a win—no matter who you ask. So we ditched traditional targeting tactics to focus simply on eligible adults. Easy, right? Not quite. The diverse audience meant we couldn’t lean on demographics to infer health preferences. Instead, we dug into focus group research to find that personalized, goal-oriented care was top-of-mind across our audience. Next, we created a collection of free, personalized wellness content that put these priorities front and center. To house it all, we built a landing page complete with a high-value offer to fuel lead generation: a tool that allowed consumers to enter their personal health goals and recommended paid health apps that could help to achieve them. Anyone who used the tool instantly received an app store gift card to download the suggested app. This was followed by an email series encouraging them to use their new app and ultimately book a custom consultation with a Paladina Health provider to discuss the data it gathered. And to really bring it home, we planned fun on-site events with free massages, wellness activities and tips from doctors and dieticians to engage the audience even more.
Results
A Successful Season of Wellness This campaign built Paladina Health up as a trusted, one-of-a-kind healthcare partner that uses consumers’ personal health goals to drive the direction of their care. Once campaign metrics started to roll in, the value of that trust became clear: • 20% of landing page visitors who used the online tool enrolled with Paladina Health. • The average landing page visit was 3 minutes long, illustrating high engagement. • Click-through rates on digital advertisements increased by 36% following the first event. • The first event drew a 30% participation rate.
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