Physicians Mutual Insurance

This case study describes how Physicians Mutual, a US insurance company, embraced a more scientific media buying approach in order to reduce its cost-per-lead.

Physicians Mutual Insurance

Campaign details

Agency, Media & Research: PrecisionDemand

Campaign summary

Physicians Mutual Insurance Company offers a wide variety of supplemental insurance to individuals, focusing on health, life and retirement needs. In 2011, Physicians Mutual was facing significant challenges with their traditional DRTV programs. The overall results for these campaigns were not as consistent, nor as profitable, as they needed to be.

Therefore, Physicians Mutual embraced a more scientific testing approach to media buying in 2012 in order to (a) identify the consumers who would be the best match for their insurance offers using cluster analysis and long-term...

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