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

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