How we helped Belgium’s biggest health insurance provider maintain market leadership and get more high-quality converting leads.
Christelijke Mutualiteit
‘Christelijke Mutualiteit’ or CM is Belgium’s largest health insurance fund that groups 19 regional health insurance funds. It has over 4.5 million members and over 500 offices in Belgium.
A Data-Driven Lead Generation Strategy
A limited number of health insurance providers in Belgium & a legal framework that obliges every Belgian to join health insurance providers results in a highly competitive market. To maintain their market leadership, they invited BossData to transform their more traditional media mix (tv, print, ..) into a well oiled data-driven marketing strategy on both on- and offline channels. The goal was to leverage existing data to improve on 2 pillars:
- Lead generation: Recruit new members via online channels.
- Branding: Digitalize their yearly branding campaign
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The Impact
We successfully transformed marketing into CM’s competitive advantage. They learned how to leverage their data in order to maximize their lead generation efforts. Besides that, we successfully introduced their yearly ‘image campaign’ on all digital platforms. Over the course of 4 years :
- The yearly number of leads grew by 164 %
- Cost per acquisition dropped by 24%
- Introduced a new & improved goal & KPI framework
- Created a lead generation website: www.mijncmvoordeel.be with a conversion rate 2 x higher than their own website
A B2C Lead Generation
Strategy in 4 to 6 Weeks
We started by assessing CM’s current efforts (through a free opportunity report) which we then scaled & diversified. We entered an ongoing collaboration after week 4 and organized webshops to get the internal team up to speed to ensure an effective long-term partnership. Easy does it.
Opportunity Report
Phase
Challenge
Existing
New
Week 0 – 2
What are threats & opportunities of current marketing strategy & operations?
- Paid Marketing channels Audit
- Website performance Scan
- Gap Analysis
- Buyer Journey Review
- Technical Audit
- What future strategies could be beneficial for your company?
- A tailor-made plan which consists of quick wins & long term strategies.
The Groundwork
Phase
Challenge
Existing
New
Week 2 – 4
How do we determine marketing success/failure on a company-wide level?
- Revise current measurement plan
- Revise current ‘Goals & KPI’ framework
- Adapt a new marketing mindset
- Set up new reporting & dashboards (Google DataStudio / BigQuery)
Scale & Diversify
Phase
Challenge
Existing
New
Ongoing
How can we leverage opportunities that we identified in the opportunity scan?
- Vertical: focus on existing channels that display a large growth margin
- Downgrade efforts on underperforming, campaigns, channels, ..
- Horizontal : diversify current marketing mix
- Progressive marketing experiments
- Pivot into new strategies if needed
Talent Development
Phase
Challenge
Existing
New
Variable
How can we lower the dependency of external consultants?
- Basic to advanced workshops for existing employees ( e.g. internal promotions )
- New operational marketing hire? We’ll show him the ropes as quickly as possible!
- Traineeships new hires.
Want to grow like CM?
Are you facing a similar challenge? Or are you curious about how we can help your company? Just like CM, you can start with an ‘Opportunity Report’.
You’ll receive an overview of quick fixes with a guaranteed short term ROI but also a long term plan to achieve strategic successes.
Your Report will include feedback on:
Search & Social Advertising
Short- & long-tail keywords, campaign structure, overall account hygiene, budget optimizations, untapped potential, visuals, copywriting, value proposition, audiences, etc.
Website Review
Wondering whether or not your website is leaking conversions? We’ll have a look at your value proposition, call to actions, forms, page speed, UX /UI, copywriting, lead magnets, …
Tracking Audit
Overall Google Analytics & Google Tag Manager settings. In GA: audience reports, custom reports, filter inclusion, goal & e-commerce tracking & custom reports.
Competitive Analysis
Where do you rank among your competitors? Are you still as innovative as you were 2 years ago? We’ll make a competitive analysis and dive into comparative metrics, keywords, etc.
Buyer Journey Analysis
Other channels : marketplaces (Amazon / Bol) , affiliate marketing comparison websites (vergelijk.be, ..) , .. (all client specific accounts)
Gap Analysis
An analysis of your current digital marketing efforts and channels to gain a more detailed understanding of the gaps between what is there right now and what you are striving for.
Start improving today
In 3 easy steps.
1
Getting to know each other.
Within 30 minutes after filling in the form, one of our experts will mail be in touch to schedule a short in-take call (30 min). During this call, we discuss the specifics and you can give us access to all necessary accounts.
2
Privacy first.
We send over a ‘Non-Disclosure Agreement’ in which we guarantee that all data will be handled confidentially and that all access to accounts will be revoked after the scan.
3
The results.
12 to 14 days after the first call, we will ask you to set up a call to walk through the results of the opportunity report. Afterward, it is entirely up to you and your team to determine if you want to move on & have a look at a potential future partnership.
Get in Touch 👋
We’ll get back to you within 30 minutes. BossData guarantee.
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