CM Case Study

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

See Why People Love BossData

97% of our clients are happy with our services and gave us a 8+ score. Read why here.

“With BossData you know that results, transparency and communication will always prevail. Translating CM’s vision into an ongoing strategy and operation is not something they sell, it’s something they actually do.”

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Steven Hermans

Directeur Marketing & Communicatie at LCM (Christelijke Mutualiteit)

Why did we choose BossData?

  • Branding & performance marketing
  • Display advertising
  • Strategic reporting
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“The first meeting with Bossdata was enlightening. It was like a police-like interrogation : who are you, what do you want, how are you going to get it. Then it struck me: their goal is to grasp the bottomline of my business.”

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Louis Ballegeer

CEO & owner at EasyLife

Why did we choose BossData?

  • Business strategy
  • Salesforce & Google Analytics
  • Performance marketing
  • Training
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“I would definitely recommend BossData. They have more than enough knowledge of online, specifically in analyzing data. They also keep a close eye on new developments within our market. Passion, power, a deal is a deal, nice to work with.”

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Veronique Albers

Cross Channel Manager Kwantum

Why did we choose BossData?

  • Research Online & Purchase offline
  • Digital Strategy
  • Performance Marketing
  • Strategic Reporting
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“Simple. It immediately resulted in more sales! We now finally know what our online efforts actually deliver in our physical stores.”

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Dietrich Thieren

Marketing manager Sleepworld, Sleepy & Easysleep

Why did we choose BossData?

  • Research Online & Purchase offline
  • Digital Strategy
  • Performance Marketing
  • Strategic Reporting
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“BossData is a very nice company to work with. Very accessible, friendly and intelligent. And yet open to discussion. Warmly recommended for optimizing your digital presence on the web!”

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Layla Cuypers

Brand Manager Thomas More

Why did we choose BossData?

  • Digital Marketing
  • Advanced Remarketing
  • Strategic reporting
  • RoPo effect
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“Bossdata has thorough knowledge of strategy & technical aspects within digital marketing. Great team, highly committed. I would definitely recommend them to anyone that wants to take their business to the next level. “

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Martijn Bovée

Marketing Manager Autotrack - Member of De Persgroep

Why did we choose BossData?

  • Digital strategy
  • Performance marketing
  • Ad technology
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“Always there. Thinking along in terms of goals, logic, motivations, and budget. Nice team to work with, who keep the intended result in mind. There is always room for improvement, but we’ll get there together. “

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Jorn Vanysacker

CMO at INTUO

Why did we choose BossData?

  • Social advertising
  • Account based marketing
  • Digital strategy
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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.

Phase

Challenge

Existing

New

Opportunity Report

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

Week 3 – 4

How do we determine marketing success/failure on a company-wide level?

  • Revision of the current measurement plan
  • Revision of the current ‘Goals & KPI’ framework
  • Adapt a new marketing mindset
  • Set up new reporting & dashboards (Google DataStudio / BigQuery)

Scale & Diversify

Week 5 – 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

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.

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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