Insurance Technology Featured Article

Mobile Advertising Helps Target Uninsured Americans for Healthcare Coverage

July 10, 2014

Every individual and family knows how essential it is to have a health insurance plan, whether that is through Medicaid, Medicare or an employer’s plan. Insurance is important for routine care, but it is crucial in case of a health emergency. It is important to select the right coverage amount and to choose the right level of support through doctor’s visits and hospital services.

According to a Census Bureau report (2011) the number of uninsured Americans has been rising. Today, there are still millions of Americans without health insurance or without sufficient coverage. Some think they are not going to need health care, while others have been denied health coverage because of their health condition, or are unable to buy comprehensive health insurance. Still many ask why American health care costs so much and often delivers so little, and why health care spending is rising in all age groups.

Despite what people think about the true cost of care, the Affordable Care Act (ACA), effective 2014, requires all Americans to have health insurance, whether through their employer or the individual market, or pay a penalty, as noted a CNNMoney post. Many are the options to sift through, and each family needs to carefully analyze its requirements in order to buy the right coverage for its needs and budget. Those who are still undecided are the target of the work of Enroll America, a nonprofit involving a coalition of groups supportive of the Affordable Care Act.

As per its mission statement, “Enroll America is a nonprofit, nonpartisan 501(c)(3) organization focused on one goal: maximizing the number of Americans who are enrolled in and retain health coverage.” In 2013, it launched a national Get Covered America campaign to engage consumers directly and raise public awareness about the new health insurance options made available under the ACA. The campaign helped many consumers become familiar with their new, affordable health insurance options.

An increasing number of Americans have signed up for health insurance because of the campaign of Enroll America; through Qriously’s platform, leveraging a mobile ad infrastructure, the organization helped consumers get the facts about their new health insurance options and enroll.

Martine Apodaca, Enroll America Director of Marketing and Corporate Partnerships, said the mobile campaign offered the nonprofit “a novel way to find prospective customers – in this case, uninsured Americans."

Mobile app users were asked a series of questions such as "Why do you not have health insurance?" and were offered  possible answers like "Cost," "Complicated," and "Lack Info." Mobile users were then shown a banner ad for Enroll America. More than 40 percent clicked on that ad, for a 'Unique' Click-Through Rate, or CTR, of 40.9 percent. Qriously noted that the 53,327 people who offered one of those answers, as told in a Yahoo! Finance post yesterday covering the topic that told how the banner ad increased their intent to apply for health insurance by 43.56 percent.

Joe Zahtila, Qriously North America GM and EVP of Commercial Development, sees the mobile ad infrastructure as an apt means for any digital marketing campaign, not just for Enroll America. One of the reasons why mobile was so important was the fact that it was possible to  target a specific audience to seek out the campaign, according to Beth Ellard, executive vice president of media at The Ad Council.


Edited by Adam Brandt

Article comments powered by Disqus

Related Insurance Technology Articles

QuoteWizard Increases Engagement Rates and Improves Lead Quality with Conversica

Sometimes we make the business of business seem overly complicated. After all, at a high level business is about getting leads, closing deals and keeping existing customers happy. And, it is about doing so efficiently, effectively and profitably. In this context, the two items about efficiency and effectiveness are the drivers of why there is such intense interest in technologies that automate workflows and business processes from the back office to customer facing capabilities. [ Read More ]
01/14/2015

Alfa Insurance Partners with Cigniti Technologies

There is an old saying in the U.S. that is a bit coarse but makes the point and goes as follows: "Put your money where your mouth is." In a much less blunt and very positive way Alfa Mutual Insurance Co. is doing just that. It is investing in the quality of its mission critical software by partnering with Dallas,TX-based Cigniti Technologies , the world's third largest software testing company, to establish a dedicated Test Center of Excellence (TCoE). [ Read More ]
01/14/2015

Intellect SEEC Forms Partnership with OutsideIQ to Improve Insurance Risk Analytics

If there is one question insurance underwriters continually ask themselves is, how effectively are they assessing and pricing risk? This of course is a very complicated question, requiring the analysis of massive amounts of data about the particular asset the company is willing to insure. The evolution of information and communication technologies has allowed the world we live in to generate actionable insights from readily available data to make informed decisions about a myriad of subjects, an… [ Read More ]
01/14/2015

Sapiens Unveils Core Upgrade to its General Insurance/P&C Suite

In the past several months there have been a series of reports and articles written about how technology is rapidly disrupting all aspects of the way in which insurance is provided, claims are handled and customer are engaged. While all of the things going on with the disruptions caused by the advent of the "connected car" are grabbing the headlines, there is hardly an insurance line-of-business that is going untouched. And, as the postings have pointed out, and industry observers have recommend… [ Read More ]
01/09/2015
FREE Insurance Technology enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!