CMS | Women

The U.S. Department of Health and Human Services’ Centers for Medicare and Medicaid Services offer health coverage to 100 million people nationwide.
Integrated Campaign


Challenges

  • Needed to compel women to use the preventive benefits of the Affordable Care Act to prevent small, treatable issues from becoming serious medical problems. 
  • Had to reduce number of late doctor visits by raising awareness of little-known Medicaid preventive care advantages.  

Constraints

  • Had to create urgency without fear mongering to increase awareness and drive action.
  • Required to reach three very different audiences with individual media plans incorporating digital and traditional tactics matching media consumption, while tailoring messages to primarily Spanish-speaking bilingual women. 

Solution

  • Deployed awareness campaign in Chicago, Dallas, Houston, Los Angeles, Miami, New York and San Francisco markets.
  • Optimized paid search with ongoing keyword group refreshes, to remove ineffective terminology and serve stronger terms and ad text.
  • Added relevant keywords to increase the number of impressions and clicks, resulting in a decreased CPC and increased CTR.
  • Leveraged top “go-to” Spanish print publications in highly dense Hispanic + National markets.
  • Optimized ad placements more than 15 times to ensure optimal performance based on CTR and CPC.
  • Leveraged top Spanish radio stations in highly dense U.S. Hispanic markets. 

Results

  • Drove 78,700+ individuals to the CuidadoDeSalud.gov website.
  • Exceeded all digital campaign benchmarks with over 50,000,000 impressions, a .16% CTR and $3.49 CPC.
  • Created nearly 16.5 million ad impressions via Spanish radio spots in Chicago, Dallas, Houston, Los Angeles, Miami, New York and San Francisco.
  • Gained 8,655,600 cumulative unique listeners through campaign duration.
  • Delivered over 10 million ad impressions via Spanish insertions in print publications.