IHP Open Enrollment Campaign
Client-reported outcome. The campaign delivered beyond the business objective it was designed to achieve.
High-intent targeting and locally rooted messaging drove qualified action throughout the full enrollment window.
Geographic and audience targeting delivered efficient awareness at scale without overspending on reach.
Open enrollment is a defined, high-stakes window. CommunityCare Oklahoma needed to reach adults actively considering Individual and Family health plans across 26 Oklahoma counties and convert that awareness into plan selections before the period closed. A regional health plan competing against national carriers has to reach the right audience with the right message at the right moment.
National health insurance carriers market coverage while CommunityCare is part of the community it serves. This distinction shapes everything—from how the brand sounds to whom it reaches to why someone chooses it over a lower-priced competitor from out of state. The strategy was built around this truth, leading with local ownership, community connection, and care that feels personal because the people behind it actually live nearby.
High-intent audience targeting across 26 Oklahoma counties reached adults ages 28 to 63 actively searching for health insurance. Three creative platforms carried the message: Quality coverage, close to home. Local, compassionate care. Care that means more. Each addressed a different motivational entry point while staying rooted in the same community truth.
CommunityCare has been locally owned and operated in Oklahoma for more than 30 years. The campaign leaned into that identity throughout. Email creative positioned CommunityCare as Oklahoma’s trusted provider and your Oklahoma friends and neighbors. The brand was not speaking to a community—it was speaking as one.
A three-channel digital program moved qualified prospects from first exposure through to plan selection. Each channel was optimized for a distinct role across the full decision funnel.
Upper funnel — awareness
Facebook and Instagram reach campaign across the full enrollment geography. CPMs well below the healthcare benchmark.
Mid funnel — consideration
Google automated inventory across YouTube, Display, Discover, Gmail, and Maps. Drove the majority of clicks and reach with strong efficiency.
Lower funnel — conversion
Non-branded keyword targeting capturing high-intent queries at the moment of active decision-making throughout the enrollment period.
CommunityCare Senior Health Plan 2022
