Health Care in Focus 2023 Marketing Campaign

About Project

In support of our sales organization, Evernorth Health Services conducted a research study surveying consumers on their experiences and expectations with health care, and employers and consumers on priorities and challenges in providing comprehensive health benefits.
Insights from the research came to life through a comprehensive report and robust, multi-channel marketing campaign, encompassing lead generation and lead nurture strategies.

The study revealed insights into future-focused trends we are seeing across the broad health care landscape, which was universally relevant across the organization and suitable for multiple lines of business from a sales perspective.

Beyond delivering market insights through this campaign, we subtly positioned our organization's market-leading capabilities, solutions and expertise as they aligned with the insights and addressed confirmed challenges. In addition, the campaign included the development of tools and resources which further connected the research insights with our capabilities and solutions for sales readiness to enable next-level selling conversations.

This campaign is still in market through paid social and digital channels, though initial results are strong. We have seen up to double click-to-open rates over 2022 results, and we exceeded our first three month unique visitors activity in 2022 by 50% within the first month of our report being live on Evernorth.com in 2023.