DTC DENTAL PLAN ACQUISITION
PROGRAM BRINGS A SMILE.
Delta Dental was looking for an agency who could increase IFP enrollment across all age groups and member companies in 13 states. Anderson used all the tools at its disposal to develop a marketing campaign supported by expanded data modeling, robust testing, brilliant creative, and cross-channel execution. Monthly campaigns included direct mail, email, SEM, social, digital display, and television. The results were something to smile about.
Campaign Results
40K+
new annual enrollments
Largest individual dental
“book” nationwide
<$150
cost per acquisition
Channels
Direct Mail| Email| SEM | Social | Digital Display | TV
Targeted Social Ads.
Segment-specific creative targeted consumers with relevant messaging, content, and images.
Digital Display Ads.
Display ads targeted consumers via a programmatic ad buying strategy and adjusted seasonally over the duration of the campaign.
Direct Mail.
Hardworking, benefits-centric direct mail drove large volume of leads and conversions.
SEM and Email.
A well-honed SEM plan, keyword strategy, and optimized website delivered a consistent volume of new subscribers.
The digital journey continued with subscriber emails that delivered relevant content after sign-up, which drove engagement and use of benefits.
Television.
DRTV was utilized in select markets to drive enrollments and provide brand awareness to support the other marketing channels.
