Building Understanding Around Insurance

Covered California, a health insurance marketplace, was struggling to explain the benefits of having insurance and the subsidies available to low-income California residents.  They wanted to develop a way to communicate the benefits of having health insurance, while consumers were going through the process of researching it.

• Foundry 360 created a comprehensive content marketing strategy that clearly segmented the various audience types, identified their changes in need states and specific challenges relating to buying and paying for health insurance.
• Created customer personas and customer journeys to understand the pain points around buying insurance.
• We used highly engaging content written in accessible, jargon-less language to answer common questions about healthcare and personal health insurance.
• Utilized SEO research to identify the terms customers were researching, and best practices for creating content that helped educate customers, while they were on their individual journeys.

• Foundry 360 developed and launched a robust content experience on CoveredCA.com that featured a mixture of custom articles and infographic treatments.
• The content was promoted by a paid media campaign that featured native ads, promotional units and standard media.
• The content was further promoted organically through Covered California’s social media and email marketing campaigns.
• Since launch we’ve seen the content deliver a 4x increase in organic traffic, 50% increase on time on site and pages per session.