When the U.S. economy began to falter in 2007, Independence Blue Cross recognized that more people were likely to need an individual health insurance policy: recent college grads without insurance coverage; older workers transitioning from corporate jobs; small business owners who were starting companies or restructuring their benefits coverage.

To address that emerging need, IBC developed a strategic initiative to promote insurance policies for individuals. Their objectives for NetPlus were simple: increase brand awareness of IBC among “individual policy” target groups, and generate completed online applications at a cost of $120 or less. The campaign ran for seven months, and was supported by both online (pay per click search and banner ads) and outdoor advertising.

Through our synergistic development of search and media plans, the campaign delivered over 27 million impressions in IBC’s five-county market.  That exposure enhanced the brand, and helped introduce IBC as a solution to a problem faced by a growing number of prospects.

In regard to cost, smart media planning and ongoing performance optimization achieved an average cost per completed application of $41–two-thirds less than the target of $120.

Independence Blue Cross has now integrated pay per click search and online media as integral components of all major marketing campaigns.

Contact us for innovative solutions to your marketing challenges.