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Case Study

Leveraging the Power of Digital

Molina Healthcare first came to Gigasavvy in 2013 on the brink of a new website launch and in the face of some aggressive growth goals due to their recent entry into the Fortune 500, and with the rollout of the insurance marketplace (ex. Obamacare). While historically spending most of their advertising dollars traditional media, we set out to show why an investment into digital would bring incremental enrollments at a low cost per acquisition. Since then, we’ve consulted with the Molina team on numerous digital initiatives throughout our 3+ year partnership.

Highlights
  • 315% increase in organically ranked keywords in first 12 mo. of work
  • 263% increase in SEO traffic since 2013 (based on millions of sessions)
  • 23% decrease in year over year cost per conversion
  • 79% increase in year over year conversions (calls & forms)
   

Challenge

Prove that Search Marketing (SEO/PPC) and other digital channels could be an effective driver of low cost, incremental enrollments for Molina’s medicaid and marketplace insurance programs across 9+ states nationwide. A limited advertising budget in a sea of high competition from larger insurance conglomerates made the challenge real.

Solution

On the SEO front, our early successes were a product of a concerted effort to build a strong working relationship with Molina’s IT team. With their ongoing help implementing a long list of changes and enhancements, we were able to mitigate the risk of lost rankings and traffic due to the new website launch and catapult the site up the rankings for many key categorical searches. With Paid Media, a focus on long tail keywords, mobile bid optimizations, landing page enhancements and creative ad enhancements allowed us to drive down CPA metrics while driving a steady volume of new insurance enrollments.

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