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...