Health First Health Plans

Health First Health Plans

NATIONAL

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Adtech Micro-Campaign

See how we helped Health First Health Plans triple their sales during the COVID-19 pandemic by applying a fully integrated media strategy, including proprietary AdTech products offered by 321.

NATIONAL

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01

The challenge

Health First Health Plans wanted to be there for their community during the COVID-19 pandemic by offering community-focused, affordable health insurance to the areas they served and to residents who may have had a loss or change of income.

02

The approach

321 partnered with Health First Health Plans to implement a truly integrated media strategy, spanning traditional media channels, such as print and standard direct mail, widely used digital channels, such as Google Search, Google Display Network, Facebook Image/Video ads and Facebook Lead Form ads, along with 321 AdTech products such as Friends Targeting and Reverse Append. With these efforts, we were able to remain top of mind for our target audiences throughout the sales funnel, from awareness, down to conversion. 

03

ADTECH ACTIVATION

By ingesting Health First Health Plans’ customer data, 321 was able to use our patented Venue Replay technology to identify devices seen at the households of current customers pre-pandemic. Once these devices are identified, we match them back to the home that they reside in, allowing us to take a two-pronged approach: advertising directly to the devices in Health First Health Plans customers’ sphere of influence, as well as advertising to those prospects at the household level with our patented IP targeting technology. 

04

SPHERE OF INFLUENCE

By ingesting Health First Health Plans’ customer data, 321 was able to use our patented Venue Replay technology to identify devices seen at the households of current customers pre-pandemic. Once these devices are identified, we match them back to the home that they reside in, allowing us to take a two-pronged approach: advertising directly to the devices in Health First Health Plans customers’ sphere of influence, as well as advertising to those prospects at the household level with our patented IP targeting technology. 

05

ADTECH AND TRADITIONAL INTEGRATION

We also utilized our Reverse Append technology, in which we sent direct mail pieces to Health First Health Plans website visitors. In this process, we pixeled Health First Health Plans’ site, capturing the IP addresses of their customers, and map those IP addresses to physical home addresses.

06

Results

During the April – June timeframe, Health First Health Plans saw nearly 3x more people sign up for their health insurance plans than during the same time period last year. Web traffic was also up over 11x during April – June than during the previous 3 month period.

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OVER 3x INCREASE IN sales

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6.5% CTR

PAID SEARCH AND SOCIAL

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11X INCREASE IN WEB TRAFFIC

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