An alternative healthcare provider transitioned from broker-dependence to direct-to-consumer with structured open-enrollment campaigns — $40 CPL, 4× weekly branded impressions, and successful 40-state expansion.
Aliera Health is an innovative healthcare organization offering alternative coverage options for individuals and groups. Their health-sharing plans provide flexible, affordable alternatives to traditional insurance.
Previously, Aliera relied on brokers and agencies. With major competitors like Humana and Blue Cross Blue Shield moving to direct-to-consumer, Aliera needed to expand its digital presence rapidly.
Aliera had no prior digital advertising history — no benchmarks, awareness, or online presence to build upon. Competing with large insurers' massive budgets put them at a disadvantage. With authorization to sell in 40+ states, they required a strategy balancing broad reach with efficient ad spend.
Open Enrollment brought heightened opportunity but intense competition driving up costs. Their low brand recognition and strict $40 CPL goals demanded immediate ROI in a constantly shifting market.
We executed an agile, data-driven strategy. Campaigns started early across multiple channels, then narrowed focus to Paid Search, Facebook Lead Ads, and Display during Open Enrollment. Geographic segmentation, performance optimization, and custom Facebook audiences helped exceed goals.
Aliera successfully transitioned into the consumer healthcare market — met $40 CPL, achieved 4× weekly branded impressions, expanded to 40 states, and positioned themselves as a competitive D2C provider.