WellCare Health Plans, Inc. provides managed care services targeted to government-sponsored health care programs, focusing on Medicaid and Medicare.
The Healthcare Marketing PPC Challenge
Previously, Roger West redesigned WellCare’s PPC campaign microsites, which generated 80% conversion rates. Because of this success, WellCare trusted their digital agency to take over the entire healthcare marketing PPC campaign with the following goals in mind:
- Decrease cost per qualified Medicare and Medicaid Dual Eligible leads.
- Decrease cost per sale for Medicare Advantage Plans.
The PPC Campaign
The Roger West team created targeted campaign ads for 21 different markets and 2 different brands (including WellCare and Ohana, a sister brand in Hawaii). These campaigns were set-up in both Google and Bing, and featured both brand and non-branded keywords, dynamic geo-targeting and click-to-call messaging.
These ads served up one of two different campaign microsites, which Roger West wrote, designed and developed for A/B split-testing. These microsites featured dynamic geo-targeting and variable data form programming to automatically qualify leads and personalize the experience to the user.
If a lead meets the qualification requirements, several actions are triggered:
- The lead receives a personalized benefits package in the form of a PDF.
- The lead data is automatically sent to Salesforce.
- The call center receives a notification and reaches out to the lead within minutes.
73% Decrease in Cost per Qualified Lead
15% Increase in Sales Conversion Rate
60% Decrease in Cost per Sale
Visitors who do not complete the form are retargeted with banner ads on relevant sites.
The best part is, WellCare now has data to support which keywords, ads and microsites perform the best – and they have it for all 21 markets. With a high performing campaign, they are now more confident about how to allocate their PPC budget.
The Positive Results
Roger West monitors this campaign daily, and is constantly adjusting keywords, ads, and campaign assets in order to achieve optimal results. The team prepares both weekly and monthly reports of campaign stats, so WellCare stays informed about campaign performance.
WellCare Health Plans, Inc. provides managed care services targeted to government-sponsored health care programs, focusing on Medicaid and Medicare. Headquartered in Tampa, Fla., WellCare offers a variety of health plans for families, children, and the aged, blind, and disabled, as well as prescription drug plans. The Company served approximately 3.3 million members nationwide as of January 2014.
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