Catalyst Advertising

Case Study: SureHealth Innovation Campaigns

Summary

SureHealth allocated funds towards innovation to boost market awareness. This initiative created an opportunity to reach new audiences. Leveraging targeting capabilities in Facebook ads and Google Ads, we brainstormed potential audiences for whom SureHealth products would be relevant. We decided to target families and users visiting websites and apps of health practitioners such as massage therapists, chiropractors, and others. This case study explores the strategies employed, the execution of the campaigns, and their outcomes.

Background

SureHealth is a health insurance provider in Canada, offering a range of individual health and dental insurance plans. The company emphasizes customer support and easy-to-understand coverage plans, making it a popular choice for individuals and families seeking supplemental health insurance. SureHealth already had comprehensive digital ad campaigns and wanted to expand their audience to reach people who were not actively searching for their services or seeing their ads.

The Strategy

We did not just stick to standard targeting by keywords and interests related to our client’s products or services. Instead, we went the extra mile to find audiences with related interests. For example, rather than only targeting people interested in health insurance, we recognized that users in Hospitals, and the offices of Chiropractors, Massage Therapists, Physiotherapists, Acupuncturists, Chiropodists/Podiatrists, Dietitians, Naturopaths, and Osteopaths are in a point-of-need state-of-mind, and are open to suggestions of procuring Health Insurance. By targeting users with these interests, we targeted users who might benefit from SureHealth’s coverage and successfully reached new audiences.

Recognizing that young families have a higher interest for a health insurance plans we also targeted parents of children aged 0-5 years old.

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The Results

To reach users visiting health-related websites and apps, we focussed on targeting available within Google Ads. To reach parents with young children, we utilized targeted capabilities in both Facebook and Google Ads. Results were as follows:

Clickthrough Rate (CTR)
Cost per Click (CPC)
Cost per 1000 impressions (CPM)

  • Point-of-need Google Display Ads: Low CTR but very low cost-per-click (CPC) and high impressions. Effective for awareness despite zero assists. 
  • Parents Facebook Ads: High click-through rate (CTR) and effective for awareness.
  • Parents Google Discovery Ads: Low CTR but high impressions.
  • Parents Google Display Ads: High CTR and effective for both first touch conversions and assists.
  • Parents Google Video Ads: High CTR, effective for first touch conversions and assists.
Conclusion

Investing time in brainstorming new potential markets proved beneficial. The innovation campaigns provided valuable insights into effective strategies for SureHealth’s market expansion. Family-targeted campaigns on Facebook and Google Display and Video were particularly successful, leading to full integration with all ongoing campaigns. Campaigns targeting users in a point-of-need state-of-mind, despite lower engagement metrics, proved cost-effective for raising awareness and were also integrated into all existing campaigns.