How ADM’s Paid Search Strategy Drove an Increase in Cash and Insurance Buyer Conversions
increase in conversions for services that only allowed for cash payment
growth for insurance terms year-over-year
growth in conversions for non-insurance-based keywords
NURX is a mission-driven healthcare company providing birth control, sexually transmitted infection (STI) screenings, skin care treatments, mental health support, and more. NURX offers convenient and discreet home delivery, allowing people to access healthcare services remotely. Now a part of Thirty Madison, the companies serve over 800,000 patients.
The Challenge: Optimize Unique Patient Journeys for Insurance and Cash Buyers to Increase Profitability
2020 and the global Covid-19 pandemic ushered in a new age of digital healthcare, with more companies like NURX who acquire and monetize patients through a D2C business model appearing in the market. Now in 2022, as the overall D2C health market continues to shift, companies face a greater need to achieve profitability across the different service lines they offer.
Like many digital D2C health brands, NURX accepts both cash and insurance as forms of payment. The patient cost per acquisition (CPA), revenue generated from the patient, and the patient’s overall lifetime value (LTV) differ significantly for each type of buyer.
With each service line’s cash and insurance composition being different, NURX needed to isolate and optimize the customer journeys for cash and insurance buyers.
But forming separate customer journeys and the search engine marketing (SEM) strategies to funnel patients to the appropriate path is tricky. NURX trusted ADM’s paid search expertise to accomplish this goal.
The Solution: Leverage SEM Segmentation to Drive Profitability
First, ADM formed separate conversion events across all channels and each of NURX’s service lines for cash and insurance buyers. By doing so, ADM gained insight into the number of each buyer type coming through NURX’s funnel and the CPA of each patient. These insights fueled ADM’s SEM strategy, seeking to optimize the patient journey for each buyer type from the moment they began to search.
ADM identified three distinct areas of keyword qualifiers: keywords indicating the patient had no insurance, keywords indicating the patient had insurance, and keywords that had no indication about a patient’s insurance.
These keywords covered generic terminology like “with insurance” or “without insurance” but also focused on actual insurance provider terminology.
After forming these separate areas of the program, bidding and budgeting to each area allowed ADM to capitalize on the area of greatest return, which in most cases was cash. While maximizing exposure on cash buyers within a set CPA, ADM also optimized efficiencies within the insurance-buyer segments and the segments lacking insurance or cash qualifiers.
Leveraging different SEM tactics for each buyer segment, ADM designed and tested customized landing pages for each group. Displaying the specific insurance logos that NURX accepted increased conversions for insurance buyers. Landing pages that emphasized affordability and pricing increased conversions for cash buyers.
The Results: Conversion and Profitability Increased
- In 2022, the shift towards cash-only service lines drove a 46% increase in conversions for services that only allowed for cash payment, helping to improve overall profitability for NURX.
- Segmenting SEM efforts for each NURX buyer type led to 22% growth in conversions for non-insurance-based keywords and 222% growth for insurance terms year-over-year.
- ADM’s landing page testing results informed NURX’s site-wide strategy. ADM found that pages featuring specific insurance logo brands strongly outperformed the control landing page, with a CVR improvement of 10% and a CPA improvement of 8%. NURX added the landing page module featuring insurance logos to all main landing pages.
“I’ve worked with the ADM team at two different companies, and they’ve been able to scale their efforts to meet diverse needs. I’ve recommended them to dozens of colleagues, and they always thank me later. ADM is my secret weapon.”
Improvement in CPA
Quarterly increase in online orders
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