Featured Case Study: Ochsner Health Plan
Media Campaign Strategy
See how BBR partnered with Ochsner Health Plan to increase awareness and audience consideration during their 2024 open enrollment period.
Challenge
Each fall, Ochsner Health Plan faces a brief, competitive window to market Medicare Advantage Plans across Louisiana. Given the short timeframe and saturated, highly competitive market, their team needed a high-impact ad strategy to reach new patients and drive enrollments.
Solution
Working with the Ochsner Health Plan team, we developed a targeted and integrated media plan that leveraged new digital advertising opportunities in addition to OHP’s existing traditional media placements. Our strategy combined new insights of OHP’s target audiences with tactics that allowed client-supplied ad creative to engage consistently and effectively.
Media channels utilized included broadcast TV, CTV/OTT, display, native, YouTube, online video and Pinterest advertisements. With extensive privacy and data laws imposed on the healthcare industry, we used a brand lift study across multiple media types and geographic markets to track results.
From October 1 through December 7, the campaign drove a positive response rate across all key demographics—increasing brand awareness, brand favorability, ad recall, consideration and intent. Additionally, ad performance across all ad types and mediums surpassed industry benchmarks and established campaign goals.
24.4% Increase
in Total Ad Recall
(60% above the benchmark)
27.3% Increase
in Brand Awareness(3.5x above the benchmark)
Services Provided
- Media Strategy
- Media Planning & Placement
- Performance Management & Optimization
- Production Support
Omni-Channel, Targeted Placements
To effectively connect with a Medicare-eligible audience, we prioritized strategic media placements across devices and platforms they’re most likely to use. A key tactic included geofencing 65+ Ochsner facilities and retargeting recent visitors with relevant OHP messaging. This drove more than 8,000 site visits alone.
We also leveraged 3rd-party audience targeting to refine reach by demographics, health-related behaviors, and media preferences. The campaign ran across broadcast TV, CTV/OTT, display, native, YouTube, Pinterest, and online video to ensure broad, sustained visibility. Pinterest proved particularly effective with this audience segment, generating over 1.1 million impressions, a 0.43% click-through rate, and a 1.2% engagement rate—well above industry norms. This channel’s success showed the value of matching platform and audience behavior.
Brand Lift Study
Given the strict data privacy regulations within healthcare, traditional tracking methods were limited. To measure impact effectively, we implemented a brand lift study in partnership with LoopMe across multiple channels and regions. A main goal was to increase awareness of Ochsner Health Plan, as many audience members were completely unaware of the program. The study compared responses from individuals exposed to campaign messaging versus a control group, with each question tied to a specific brand awareness metric.
The results were clear and consistent. Every evaluated area exceeded LoopMe’s national benchmarks by at least 60%. Notably, we saw a 57% increase in brand lift in less than two months. The final reports not only confirmed campaign success but also provided valuable audience insights to inform future efforts
Campaign Results
19.5M
Impressions
~56k
Website Visits
.41%
Click-Through Rate (173% Above Success Rate)
