Case Study: Health Insurance Provider achieves hyper-local acquisition growth with Data Axle

A Top 5 US Health Insurer Uses Data to Deliver Localized Acquisition Programs

Health Insurance Provider, one of the five largest health insurers in the US, needed a better way to market and acquire customers across highly localized and regulated products that varied by region, sometimes down to the zip code level. Working with Data Axle, the company sought to unify legacy and newly acquired data and enhance it with consumer attributes to create more complete prospect and customer profiles.

Data Axle provided database services, consumer data, and analytics to centralize integrated data, support compliant targeting, and power geo-targeted acquisition campaigns with personalized messaging and lead-routing automation. The result was a 32% reduction in disengaged website visitors, a 5 percentage point increase in lead quality, and a 4% to 8.2% lift in acquisition rates across target segments, while also saving an estimated 3,000 labor hours.