Due to the pandemic, individuals who were previously given employee-sponsored health insurance were buying their own coverage for the first time with little to no knowledge on what their unique situations required. 3Q/DEPT saw this as an opportunity to better understand consumer needs and prioritized identifying areas for eHealth to act as a trusted source of truth.
To educate eHealth’s potential customers, 3Q/DEPT’s paid team launched top-of-funnel awareness ads – optimizing content related to telemedicine, mental health, SMB education, and COVID-19, to improve understanding for first-time customers. The 3Q/DEPT client team collaborated and leaned on their collective expertise to develop effective strategies and solve challenges. This included:
- Adjusting articles & developing new content with eHealth’s writers. 3Q then used paid media to develop an awareness strategy, promoting some of that content to help increase awareness.
- Infusing SEO insights into paid campaigns and paid landing pages.
- Utilizing eHealth’s customer service call center by interviewing the sales team to identify key phrases and words that led customers to “breakthrough moments.”
- Persona development to uncover a new audience segment: early retirees. 3Q/DEPT applied strategies specifically to that age group (such as creating personalized landing pages).
3Q/DEPT Leveled Up the Paid and Organic State-Level Strategy.
On the paid search side, general health insurance queries are expensive, especially in open enrollment. The 3Q team worked developing personalized landing pages specific to each consumer’s state of residency, and expanded keyword coverage from general health insurance terms to cover state searches. State and health insurance paid searches were then routed to the state-specific pages that had been revamped by the SEO and CRO teams with a new creative style and refreshed content.
