Medicare Marketer Boosts Call Volume and Policy Acquisition with New Traffic Channels 

Outcomes

Objective

A leading Medicare marketer sought to increase call volume and drive new policies to their call center on a performance model. While aiming for new scalable growth, the marketer was also focused on ensuring the efficiency of their existing marketing channels. They turned to Perform^[cb]’s Outcome Engine to help pinpoint untapped traffic channels that would drive new inbound calls while seamlessly integrating with their current lead gen efforts.

Approach

The Outcome Engine took a collaborative approach, first strategizing with top pay-per-call partners to drive continued scale to the marketer’s existing efforts, while also testing with new, high-impact channels. The team utilized new search, social, and display traffic sources to generate even more qualified inbound calls. These ads were designed as “call-only,” ensuring they only displayed on devices with call capabilities.

To target the most high-intent customers and maintain alignment with the marketer’s current strategy, the Outcome Engine leveraged geotargeting and demographic data. This enabled the Medicare marketer to reach users based on specific criteria, optimizing performance across both new and existing channels. Integrating this approach with the marketer’s current campaign strategy, Perform^[cb]’s Outcome Engine worked closely with trusted call partner, Ringba, to dynamically pass back additional targeting data. This allowed real-time adjustments to the cost-per-policy, enabling the client to optimize spend and drive quality calls more effectively.

Results

In just 90 days, the integrated pay-per-call campaign resulted in 6,800 calls and counting, with a 50% conversion rate. The new channels also contributed to delivering an average call duration of 15 minutes and seven seconds, generating revenue per call up to $56. By layering new channels over the marketer’s existing efforts, Perform^[cb] was able to scale customer acquisition without disrupting their broader marketing strategy. The Medicare marketer has seen remarkable success and continues to optimize their customer acquisition strategy with the Outcome Engine to drive sustained growth.

Partner with Perform^[cb] to drive high-quality customer acquisition by integrating new channels with your existing marketing strategies and maximizing campaign performance.