The Background
IntuneHealth is a new healthcare approach focused on value-based care for “new to Medicare” patients. Their physicians are rewarded on patient outcomes which align doctor and patient goals and prioritize prevention.
IntuneHealth launched on October 2022 in Florida, a highly competitive healthcare environment. They were looking to stand out by owning their proactive prevention-focused model of care. In addition to their credibility in creating better outcomes, they offer a variety of service-oriented features like same-day appointments, welcoming and comfortable centers, at-home visits, and 24/7 patient access to care, etc. that further establish them as a leading, premium option.
Target Audiences
Active and social older adults living independently who are regular users of technology and may manage 1-2 medical conditions.
Pembroke Pine, FL Residents
Age 64-71
Ethnicity:
42% Hispanic
12% Spanish-Dominant
26% Non-Hispanic White
26% Black
Ft. Myers, FL Residents
Age: 64-71
Ethnicity:
82% Non-Hispanic White
9% Hispanic
7% Black
Actionable Insights
Demand service: “You leave me in a waiting room for more than 15 minutes and I’m walking out. I respected your time, now you respect my time.”
Do their research: “I feel like I can see through some doctors because I do my research. My parents used to say believe all the doctors, pastors, and priests, but not anymore with all the information available to us.”
Looking for accountability: Looking for a doctor who is proactive and will take responsibility for their care and is accountable to them.
Health partnership is about life extension: Staying active or “on the go” isn’t just about staying fit but extending life (avoiding surgeries through exercise, preventing disease onset through movement, etc.)
Confusing marketplace: Yet choosing plans is very difficult. Even the plan experts are not well-informed, so they are left doing all the research on their own.
Targeted Strategies / Messages / Comms to Target Audiences
We created the overarching key message, “We are responsible for keeping you well” with the following claims:
Secondary Claims (our delighters)
24/7 access to your care team no matter where you are (same day, walk-ins, virtual, at home, app)
No extra cost
Older adult patient expertise
Primary Claims (our differentiators)
Our patients live longer and better, fewer hospitalizations (“older adults like you experience 51% fewer hospitalizations, 35% fewer emergency room visits”)
Our doctors take responsibility for you and are rewarded if you do well
We use proprietary scanning tools to track your health
Our health coach will optimize your health
Creative Concept: It’s How You Do Better
Results
Over the course of the campaign, marketing qualified leads (MQL) by month increased steadily, nearly doubling monthly MQLs after five months. Digital platform cost per click remained incredibly low across the campaign, at around $1.95 across the campaign.
On Facebook/Instagram, we reached about 455,800 people an average of 12x, bringing in leads at an average CPL of $47.63 and over 6,600 leads.
We also brought in an average CPL of $82.22 on google search with a 6.81% CTR and 15.99% conversion rate.
Google display network was also a successful platform for bringing in MQLs bringing in the second-best MQL rate behind Facebook.
We saw brand Searches increase after beginning awareness marketing on CTV, YouTube, audio, and billboards, as well as increased MQLs across Q3.
Agency: Sensis