Aliera Health, entering the competitive consumer healthcare market, needed consistent ROI from digital campaigns during open enrollment. Using search, social, and display strategies, we reduced CPL to $40, quadrupled impressions, and scaled nationwide reach.
Aliera Health is an innovative healthcare organization offering alternative coverage options for individuals and groups. Their health-sharing plans provide flexible and affordable alternatives to traditional insurance, addressing a rapidly growing segment of the U.S. market.
Previously, Aliera relied on brokers and agencies to distribute plans. However, with major competitors like Humana and Blue Cross Blue Shield moving into direct-to-consumer marketing, Aliera recognized the need to expand its digital presence.
This shift brought challenges. With little direct advertising history, Aliera had to build awareness from scratch in an industry known for its high advertising costs. Their goals were to reduce dependence on brokers, increase brand visibility, and create measurable acquisition funnels.
Redefine Web partnered with Aliera to design and implement a full-funnel digital growth strategy, guiding the company from launch through Open Enrollment. This approach established the foundation for long-term growth and scalability in the competitive B2C healthcare space.
Aliera Health approached us at a pivotal moment. Traditionally reliant on brokers and agencies, they needed to pivot toward direct-to-consumer sales to stay competitive in the evolving healthcare market. The focus was on individual and family plans, but entering this space posed significant challenges.
They had no prior digital advertising history, meaning they had no benchmarks, awareness campaigns, or online presence to build upon. Competing with large insurers that have massive budgets places them at a disadvantage. With authorization to sell in 40+ states, they also required a strategy that balanced broad reach with efficient ad spend.
The Open Enrollment window brought heightened opportunity, but also intense competition that drove up costs. Aliera’s low brand recognition made it difficult to compete solely on name, requiring an approach that balanced awareness with performance. At the same time, strict cost-per-lead goals of $40 demanded immediate ROI. Constant shifts in bids, markets, and demographics added pressure, making proactive optimization essential for long-term success.
To build Aliera’s direct-to-consumer growth engine, we executed an agile, data-driven strategy designed to scale visibility, precisely target the right audiences, and consistently reduce CPL.
We began campaigns early, testing across multiple channels, then narrowed focus to Paid Search, Facebook Lead Ads, and Display Advertising during Open Enrollment. This allowed us to strike a balance between conversion efficiency and brand awareness. By leveraging geographic segmentation, optimizing by performance, and building custom audiences from consumer data, Aliera not only hit but exceeded their goals.
Key Steps Included:
Through a mix of precision targeting, conversion-focused ad strategy, and efficiency-driven optimization, Aliera Health successfully transitioned into the consumer healthcare market. Not only did they meet their CPL targets of $40, but they also achieved 4x weekly branded impressions, expanded their footprint across 40 states, and positioned themselves as a competitive direct-to-consumer healthcare provider.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
