Digital Channel Measurement for Preventative Screening Campaign

This case study details a campaign conducted by a Fortune 50 health insurance provider aimed at encouraging health plan subscribers to participate in a preventative health screening program. The campaign utilized the Audience Designer platform by Semcasting to maximize reach and confirm the return on digital spending. The objective was to identify the most efficient communication channels for delivering category-specific messaging to members, with success measured by tracking engagement metrics such as digital ad views and interactions with the provider's website. The targeted audiences were segmented based on medical history, and a 92% match rate was achieved for 4.5 million members. The analysis revealed that display advertising significantly outperformed SMS and email, generating over 40% of member visits to landing pages and 2.5 times more engagement compared to SMS. The findings underscore the effectiveness of display campaigns in reaching members while maintaining cost efficiency and avoiding over-saturation.