PAID SEARCH DRIVES QUALIFIED B2B HEALTHCARE LEADS.
Winning the approval of influencers is mission critical for any B2B company. Managing strategies that speak to these third-party entities, as well as decision makers and end users, may seem like a daunting task. With complex sales funnels and multiple audiences in play, it’s the brilliant basics that deliver the fastest ROI.
OF ALL LEADS SUBMITTED WERE DIRECTLY ATTRIBUTED TO PAID SEARCH
United Concordia sells its dental benefits through insurance brokers to employers of all sizes. They recently introduced a new value proposition. How could United Concordia market their new positioning in a B2B context with the end goal of acquiring more employers?
We launched a paid search campaign around a single product that exemplified the broader brand positioning. This innovative product messaging drove qualified brokers to a custom landing page experience specifically designed to:
1. Illustrate the brand narrative through the use of videos and infographics.
2. Substantiate their wellness offerings via case studies and whitepapers.
3. Collect inquiry data for both the broker and their client (the employer).
Paid search outperformed all other online and offline tactics, yielding the highest engagement rates for video plays and content downloads.
Brokers were not just learning about the reinvigorated United Concordia brand — they were taking action. 89% of all leads submitted were directly attributed to paid search, which averaged a $221 cost per conversion.
Engagement didn’t stop with the form submission. 69% of visitors to the “thank-you” page clicked on the social media icons. As a result, Facebook saw a 489% increase year-over-year in daily engaged users. The integrated nature of this effort enables United Concordia to nurture their broker audience and further establish their new brand platform on Facebook.
Within 30 days of campaign completion, United Concordia had seven active leads and had already been invited to a finalist presentation with a new employer. Closing one of these eight high-value prospects (100+ FTEs) would result in positive ROI within one year of the group effectuating.