Small Biz Buys Into the CO-OP Health Model
New to the market, but not to the healthcare world, Meritus is Arizona’s first and only non-profit, cooperative insurance company. Meritus wanted to reach small business owners, benefits administrators and employees who would be attracted to the cooperative model and plan offerings.
Responsory created a Smart Zones digital advertising campaign to reach prospects, leading them to a landing page where they could complete an online form and request more information. Our client’s goals were to generate quality leads, boost brand awareness and position Meritus Health Partners as the #1 choice for healthcare coverage for businesses and their employees.
RESULTS: Thanks to Smart Zones’ proprietary IP Zone targeting, we were able to hone in on 4,600 demographically viable small businesses within Meritus’ target zip codes. We won 4,250,800 impressions, earning 3,973 clicks and a 0.09% clickthrough rate – nearly double that of standard insurance digital advertising campaigns.
Eight weeks into the 17-week campaign, we ran Site Visitor Attribution reports to provide more insight into the specific individuals and small businesses that were clicking on our ads. By studying the “clickers,” we could see the names of the small businesses who expressed interest in Meritus’ product, as well as their demographic characteristics, both on a business and individual consumer level. Meritus’ sales team can now follow-up with those leads.