Clover Health

New members triple for high-quality healthcare.

Clover Health had to increase membership for the upcoming enrollment season. Our innovative segmentation and cross-channel growth strategy set them up for success — year-round.

THE CHALLENGE

New Medicare customers needed.

SEO
Strategy
Analytics
Paid Media
Web Development
Performance Creative

The Medicare AEP season is short. Our solution to help Clover Health gain new members needed to be future-proof and more innovative than the competition. We developed an omnichannel approach with highly segmented audiences that would provide year-long education and awareness. And our solution would also drive intent and action in hyperspeed during key seasons to set Clover up for success year after year.

OUR SOLUTION

Universal strategy + diverse tactics.

Every family is unique — we targeted family decision-makers who could be aged 18 to 85. Working with our enterprise-level data partners, we used modeling data to create lookalike profiles for granular audience segmentation based on various demographics, placed these decision-makers into segmentation buckets, and spoke directly to each one. Our solution encompassed a comprehensive through-line for the campaign’s digital creative and our full-funnel search, social, and programmatic strategies.

OUR RESULTS

Top national ranking.

3.6x

Member responses

The campaign exceeded its target goal, achieving 101% of its targeted outcome. It also delivered key insights to create even higher-impact strategies for Clover’s future AEP seasons. From GDN display and LinkedIn to Korean search and strategic remarketing, Clover’s target audiences were first educated about the brand and then called to act with our robust, full-funnel, omnichannel campaign. Our 18 unique ad sets offered 800+ variations with different messaging and imagery to guarantee that our target audience received personalized messages that speak to them. We made sure to educate users through our messaging on Clover’s plans and benefits and accessibility via Walmart stores, while also reminding lapsed users of Clover’s value proposition through remarketing.

3rd

Highest national member enrollment rate

Clover enrolled a record number of new members and made a name for itself, solidifying its place as one of the industry’s rising brands. Integrating performance metrics and constantly optimizing, our team was able to dial up and down throughout the campaign to achieve maximum conversions.

+176%

Brand search impressions YoY

We developed 25 entirely unique landing pages to maximize paid media effectiveness with highly relevant and personalized messaging. Using advanced Google Tag Manager strategies, we could circumvent a regulation-heavy website maintenance framework and personalize the landing page components based on source campaign information.

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