OOH Impact Optimization: Emblem Health Case Study
Objective
Emblem Health, a key New York healthcare provider wanted to attract new members to sign up for the Health Insurance Exchange and increase awareness of its limited time offering Open Enrollment period under the Affordable Care Act. Similarly, there was a crucial annual enrollment period for its Medicare offering (as 80 % of new Medicare and Exchange members enroll in Q4) which EmblemHealth wanted to promote as well.
Activation
A data-driven approach was utilized for this Q4 campaign to inform every decision behind spend, channel allocation and creative. Media mix optimization models helped inform spend allocation across channels and established KPI’s included a ‘cost per lead’ to be the ultimate benchmark. PJX used ADstruc’s proprietary data to optimize the selection of specific OOH placements across the different audience segments that met eligibility requirements for the products being supported.
Results
The integrated campaign had a limited budget to cover the greater NYC area and ultimately included DRTV, Paid Search and Social, Direct Mail and localized OOH. A mix of targeted subway 2-sheet posters, Street Furniture (urban panels, phone kiosks and shelters), bus exteriors (from select garages), and targeted convenience store posters rounded out the OOH format mix. In-language messaging was featured on select placements at various weight levels designed to deliver on enrollment objectives. Results surpassed every established KPI and reduced the cost per lead:
Annual Enrollment Period (for Medicare)
6%
Reduction in cost/Response
11%
Reduction in cost/Lead
13%
Reduction in cost/Member
Health Insurance Exchange Open Enrollment
218%
Improvement on response Goals
169%
Improvement on Lead Goals
324%
Improvement on on member Goals
