Fortune 50 Healthcare Payer Optimizes Acquisition Marketing Spend

The Challenge with Optimizing Spend

The health insurance industry operates within a fiercely competitive landscape characterized by standardized plan offerings, condensed selling periods, and substantial marketing investments. Recent estimates indicate a staggering marketing expenditure of $2 billion during the fourth quarter alone. This expenditure spans a diverse array of online and offline channels, supporting external third-party brokers and agents, as well as internal captive agents and direct-to-digital platforms. Unfortunately, marketing leaders are watching the costs of online and offline channels increase, while marketing budgets are being cut.

In navigating these intricate dynamics, healthcare payers must justify their seasonal marketing expenditures and forecast the effects of optimizations on business performance. Altering these investments carries significant implications for business outcomes, highlighting the paramount importance of well-informed decision-making.

How MarketBridge Measured Marketing’s Effectiveness

A Fortune 50 healthcare payer set out to understand the factors influencing the company’s performance and act accordingly. This Fortune 50 payer needed a marketing effectiveness insights solution capable of providing transparent, accurate, and near-immediate inputs for decision-making. The MarketBridge team developed a comprehensive marketing effectiveness solution to answer specific media optimization questions, as well as offer insights into other strategic, tactical, and contextual business dimensions.