Insuring professionals across a range of industries, TUH Health Fund originated from the Queensland Teachers’ Union. It covers and supports the health of Australian union members including teachers, nurses and government employees. As a member-owned insurer, the majority of TUH Health Fund premiums are put back into funding benefits and services.
With the industry anticipating zero (or even negative) growth, TUH was looking to run a ‘conquesting’ campaign against the top industry players with its message “compare, switch and save”.
They had already identified March and April as the best time for this type of campaign, given the heightened awareness of private health insurance during the annual premium increases.
We had 2 key objectives for this campaign:
We set out to do this by running a full funnel strategy suiting a range of platforms such as:
Put simply, we addressed both sides of this campaign as follows:
In more detail, we approached the campaign in 3 distinct phases:
In meeting these objectives, we were able to accomplish the following through our 60 day PPC campaign:
Most significantly, our PPC strategy achieved a 321% increase in total conversions (compared to last year’s performance).
Delivering a full funnel campaign for TUH has resulted in strong year-on-year results for the client and is also a strong win for our team. While Search Factory had previously provided TUH with PPC ads, the multifaceted nature of this particular campaign called for a holistic approach which we were able to deliver by running the entire campaign in house. Having full visibility and control over each of the strategies has allowed the team to deliver this strong YoY result. As the team prepares to wrap up this campaign, we are looking forward to using this year’s learnings to further improve our goals in the months and years to come.