Challenge:
CareConnect, New York State’s first provider-owned narrow network health plan, sets out to double its annual enrollment—but with 25% less media spend than the year before.

Approach:
With limited first-party data, we leaned on third-party research and intent targeting, honing in on small regional companies (under 100 employees). We focused media efforts during pre-enrollment windows, prioritized affordable media channels and regions (skipping high-cost markets like Manhattan), and continuously optimized using site analytics, response tracking, and search data.

 Result:

• Over 200% growth in overall membership

• A 5× increase in new organizational signups