Enroll
America, a nonprofit coalition of groups supportive of the Affordable Care Act,
was looking for uninsured leads. To find
them they worked with Qriously to create and deliver a mobile quiz.
The banner ads asked the question, "Why do
you not have health insurance?"
Three answers were provided -- "cost", "complicated"
and "lack of info." And
consumers clicked on their choice. (Results
were fairly even across the options.)
While the
responses were tallied, the more important thing was that in all likelihood
those who participated lacked health insurance, so it was an effective means for
reaching the target. And, not surprisingly,
40% of consumers who answered the question clicked through to the website to
learn more about health care options.
Follow-up also included one targeted ad per day for those who responded.
Enroll America has declined to share sign-up results, but a follow-up survey indicated that
they increased from 18% to 26% for those who had seen the ad. (Johnson, 2014)
So
what do you think? Have you taken a quiz
yet? Did you follow-through by going to
a website? Did they follow-through by
sending you targeted emails? Do you
think this is an effective form of advertising?
Johnson,
L. (2014, July 8) How Mobile Ads Found
53,000 Uninsured Leads for Healthcare Provider.
adweek.com. Retrieved July 11, 2014, from
