Case Study: Educating Uninsured Americans on Government Healthcare Enrollment
This case study showcases the high-impact paid media campaigns I’ve led for public health initiatives, focusing on government outreach. The study explores full-funnel strategies across OTT/CTV, programmatic audio, display, and social media, designed to reach diverse, high-priority populations at scale. I've managed multi-million-dollar federal budgets, overseeing cross-agency collaboration, audience segmentation, creative rotation plans, and continuous optimization to meet tough performance benchmarks. These examples demonstrate my ability to balance compliance, efficiency, and innovation while delivering measurable results in complex, regulated environments.
The Challenge
This Healthcare provider needed to reach uninsured and underinsured audiences across the U.S., particularly those aged 65+ and caregivers of eligible individuals. The campaign had to break through media clutter during Q4, align with federal compliance standards, and effectively deliver critical information in both English and Spanish.
The goal was to maximize reach and awareness in priority DMAs while managing a complex, high-budget media mix across audio, video, and display channels..
The Solution and Strategy
Designed and executed a cross-channel awareness campaign using OTT/CTV, programmatic audio, and high-impact display across premium inventory and DSPs.
Built custom audience segments in Meta, including age, household income, geography, and caregiver behavior indicators.
Deployed language-specific creative rotations, targeting Hispanic and multilingual households with localized messaging.
Partnered with Pandora and Spotify to serve programmatic audio spots aligned with health and news content.
Delivered comprehensive dashboard reporting through GA4 and Looker Studio to deliver insights across all paid channels, audiences, and creatives
Optimized delivery pacing to align with enrollment deadline urgency and healthcare.gov traffic trends.
The Results
85M+ total impressions delivered across OTT and audio
Programmatic audio delivered a 97% listen-through rate (LTR) with above-benchmark engagement in Hispanic households
OTT completion rate of 98.2%, surpassing the industry average
Cost-per-completed view (CPCV) averaged $0.03 across OTT, ensuring high ROI and efficient spend
Real-time optimization across Meta and Google Display Ads helped reallocate 15% of underperforming spend, improving overall cost-efficiency
Key Takeaways
This campaign demonstrated the power of integrated programmatic channels to reach hard-to-reach audiences with culturally relevant messaging. It also underscored the importance of data-informed targeting and agile budget reallocation when managing large public-sector campaigns under tight deadlines and compliance frameworks.