A Basis expert explores some of the biggest opportunities in the pharmaceutical marketing landscape today.
Centro’s Experience Includes Partnerships with 100 Insurance Advertisers on 700+ Campaigns
CHICAGO, IL – September 27, 2013 – Centro (centro.net), a provider of software and services for modern media agencies, today announced the release of specialized digital advertising solutions for the healthcare insurance industry. Centro’s insurance solutions encompass strategies, techniques and technology for precision targeting, performance-based digital media planning and results forecasting. Centro’s experience driving more than 700 campaigns for more than 100 insurers and their agencies demonstrates that it can meet the goals for campaigns that coincide with U.S. healthcare reform and the creation of healthcare exchanges. For more information, please visit: http://medialogistics.centro.net/industry-solutions-insurance.
Insurance is more than just an interest for many people — it is a need. There were 45 million U.S. residents who did not have health insurance during the first nine months of 2012. Among these are young adults who are Internet savvy, older individuals, and the GenX and Baby boomer generation. Many in all of these groups say that they are interested in shopping for insurance in new marketplaces.
“For in-market insurance customers, the window to make an impact is tight, where many of them complete their research in less than two weeks using a multitude of online resources,” said Scott Neslund, EVP of Media Services at Centro. “To influence these types of consumers, insurance advertisers need experienced partners who can help them navigate this space to position themselves as the trusted guides for the customer. Helping consumers better understand healthcare insurance can build affinity and brand value.”
In a campaign for a healthcare provider this year, Centro helped increase brand awareness and develop a customer pipeline by driving “get-a-quote” conversions. The mobile, display and video executions outperformed industry benchmarks in brand lift (by 100%) and performance (by 500%). Furthermore, it translated to over $48 million in potential lifetime customer value.
Centro utilizes a three-step methodology to help agencies and their clients execute digital media campaigns flawlessly. It starts with an audience evaluation to precisely define target segments. Centro taps its proprietary database with information from 22,000 campaigns to map the digital channel properties that best meet campaign objectives. Then, Centro predicts campaign outcomes as it relates to client goals.
Centro (centro.net) partners with advertising agencies to improve their campaign performance and digital media teams’ productivity in order to better manage costs and maximize profitability. Centro is the only provider that offers both managed services and cloud software options to simplify and streamline the full campaign life cycle to meet the unique requirements of every agency. Since 2001, Centro’s media logistics specialists have successfully planned and executed more than 22,000 local and national campaigns across all digital display platforms and ad media types. Headquartered in Chicago with 32 offices nationwide, Centro’s success and commitment to culture has led to many accolades, including #1 on Crain’s Best Places to Work in Chicago in 2011, 2012 and 2013.