A new model for senior care for families
CAREGIVER HOMES IS AN INNOVATIVE new model for families making elder care decisions. Families who live together may be eligible for Medicaid benefits by providing daily living care.
IN A SEA OF CHOICES, with enormous financial implications, and deep emotional attachments, families must often react quickly to changing circumstances. Sometimes medical needs present suddenly, putting families against the clock.
AS A NEW SERVICE it was critical for digital advertising to reach people in advance of, or just at the beginning of, facing the decisions.
DEMOGRAPHIC, GEOGRAPHIC, AND BEHAVIORAL TARGETING allowed campaigns to reach the target audience and compel clicks into a conversion experience that included a mini-qualifier.
IN A SEA OF CHOICES, with enormous financial implications, and deep emotional attachments, families must often react quickly to changing circumstances. Sometimes medical needs present suddenly, putting families against the clock.
AS A NEW SERVICE it was critical for digital advertising to reach people in advance of, or just at the beginning of, facing the decisions.
DEMOGRAPHIC, GEOGRAPHIC, AND BEHAVIORAL TARGETING allowed campaigns to reach the target audience and compel clicks into a conversion experience that included a mini-qualifier.
CAMPAIGN GOALS included:
- Build broad awareness among families in advance of an urgent decision event
- Focus on keywords that might reflect an early curiosity about conditions afflicting seniors, like "signs of dementia."
- Iterate creative banners and landing page to optimize performance
- Localization to support teams in the field
- Identify as early as possible applicants who will not meet Medicade requirements before dedicating unnecessary staff time
Results Were Dramatically Better than Prior Form-Fill Campaigns
AWARENESS (first four months):
1. 10.8+ million ad impressions
2. 95+ thousand visits to landing page
CONVERSION:
1. More than doubled prior rate for qualified leads
2. Nearly perfect completion rate
1. 10.8+ million ad impressions
2. 95+ thousand visits to landing page
CONVERSION:
1. More than doubled prior rate for qualified leads
2. Nearly perfect completion rate
Digital Advertising | Case Study | Caregiver Homes
