Green Shield Canada allocated funds towards innovation to boost market awareness. This initiative created an opportunity to reach new audiences. Leveraging targeting capabilities in Facebook ads and Google Ads, we brainstormed potential audiences for whom Green Shield Canada products would be relevant. We decided to target families and users visiting websites and apps of health practitioners such as massage therapists, chiropractors, and others. This case study explores the strategies employed, the execution of the campaigns, and their outcomes.

Background

Green Shield Canada is Canada’s first payer-provider organization, offering insurance, administering benefits, and paying claims while also providing health services such as mental health, pharmacy, and medical care. Green Shield Canada already had comprehensive digital ad campaigns and wanted to expand their audience to reach people who were not actively searching for their services or seeing their ads.

The Strategy

We did not just stick to standard targeting by keywords and interests related to our client’s products or services. Instead, we went the extra mile to find audiences with related interests. For example, rather than only targeting people interested in health insurance, we recognized that users in Hospitals, and the offices of Chiropractors, Massage Therapists, Physiotherapists, Acupuncturists, Chiropodists/Podiatrists, Dietitians, Naturopaths, and Osteopaths are in a point-of-need state-of-mind, and are open to suggestions of procuring Health Insurance. By targeting users with these interests, we targeted users who might benefit from Green Shield’s coverage and successfully reached new audiences.

Recognizing that young families have a higher interest for a health insurance plans we also targeted parents of children aged 0-5 years old.