Case Study: UnitedHealthcare achieves 30.66% lower cost-per-lead and 10.4% higher lead rate with Performics

Strategies Help United HealthCare Increase Leads

Performics partnered with UnitedHealthcare to plan and execute search and display media for the 2014–2015 open enrollment period, charged with helping meet lead goals amid changes to Obamacare and UHG’s growing presence in private exchanges. The team used analytics to prioritize geographies, targeted a broad uninsured demographic, and identified audience segments that needed education about Obamacare and the UHG brand.

Performics implemented a geo-targeting and real-time optimization strategy that balanced price point, brand opportunity and affinity: a search portfolio focused on high-volume generic terms to drive awareness, lower-funnel brand terms and search remarketing; display activity supplemented secondary markets and upper-funnel outreach; and landing-page tests boosted conversions. Results included a 30.66% decrease in CPL YoY, a 10.4% increase in lead rate YoY, a 9.3% increase in lead quotes, the search portfolio driving 30% incremental leads (and lowering CPL 30% YoY), a 7.8% lift from conversion optimization, and 100,000 app downloads in four days.

UnitedHealthcare