Aliera Health

Driving 4x impressions & $40 CPL for Aliera Healthcare plans

Aliera Health, entering the competitive consumer healthcare market, needed consistent ROI from digital campaigns during open enrollment. By implementing integrated search, social, and display strategies, I reduced cost per lead to $40, quadrupled impressions, and expanded the brand’s reach across the nation.

About Aliera Health

Aliera Health is an innovative healthcare organization that offers alternative coverage options for individuals and groups. Its health-sharing plans provide flexible, affordable solutions for individuals seeking an alternative to traditional insurance, serving a fast-growing segment of the U.S. market.

Historically, the company relied on brokers and agencies to distribute plans. With major competitors such as Humana and Blue Cross Blue Shield expanding into direct-to-consumer marketing, Aliera saw the need to strengthen its digital presence and reach customers directly.

This transformation came with challenges. With limited experience in direct digital advertising, Aliera needed to build awareness from the ground up in an industry with high acquisition costs. The primary goals were to reduce reliance on brokers, boost brand visibility, and establish measurable acquisition funnels.

I partnered with Aliera to create and execute a complete full-funnel digital growth strategy, guiding the company through its launch and the Open Enrollment period. This approach built a scalable foundation for sustainable growth in the competitive B2C healthcare market.

The challenge

Aliera Health approached me at a turning point. The company had long relied on brokers and agencies but needed to shift toward direct-to-consumer sales to remain competitive in a changing healthcare market. The focus was on individual and family plans, yet entering this digital space posed significant challenges.

With no prior digital advertising experience, Aliera started with no brand awareness, benchmarks, or historical data to guide campaign decisions. Competing against large insurers with massive budgets puts them at a clear disadvantage. Operating in over 40 states also required a strategy that balanced broad reach with controlled ad spend.

The Open Enrollment period created both opportunity and high-stakes competition, as advertising costs across the industry soared. Because brand recognition was still limited, Aliera needed an approach that could raise awareness while generating measurable performance. All campaigns had to meet a strict $40 cost-per-lead target, demanding strong ROI from day one. Constant bid fluctuations, shifting demographics, and competitive markets further complicated the landscape, making ongoing optimization and analysis critical to success.

Services Used: Paid Search, Facebook Lead Ads, Display Advertising, Audience Targeting, Campaign Optimization

Esteemed digital marketing solutions

To build Aliera’s direct-to-consumer growth system, I implemented an agile, data-driven strategy focused on scaling visibility, reaching precise audience segments, and reducing cost per lead without sacrificing volume.

I launched campaigns early to test multiple digital channels, then refined efforts around Paid Search, Facebook Lead Ads, and Display Advertising during the Open Enrollment period. This approach balanced brand awareness with conversion-driven performance. By applying geographic segmentation, analyzing results in real time, and developing custom audiences from consumer insights, Aliera surpassed performance goals and built a sustainable acquisition engine.

Key Steps Included:

Developed a multichannel strategy informed by competitor activity and market data
Optimized audience targeting using customer insights and Facebook lookalike segments
Allocated budgets and bids based on geographic performance to improve efficiency
Refined ad copy and search optimization through data-driven testing to achieve top search visibility

For Aliera Health, we put together a robust digital strategy that included:

Modern digital-first direct-to-consumer approach
Optimized campaign segmentation by geography and performance
Search marketing with high CTRs and conversion efficiency
Advanced Facebook custom audience targeting
Balanced Display investment for brand awareness lift
4x growth in weekly branded impressions in key markets
Achieved $40 CPL target during peak enrollment period

STRENGTH IN NUMBERS

Business impact

Through precise audience targeting, conversion-focused ad strategies, and continual optimization for efficiency, I helped Aliera Health successfully transition into the consumer healthcare market. The campaigns met the $40 cost-per-lead target, increased weekly branded impressions fourfold, expanded reach across 40 states, and positioned Aliera as a strong, competitive direct-to-consumer healthcare provider.

$40

Achieved $40 cost-per-lead, meeting and exceeding target CPL benchmarks.

Quadrupled weekly branded impressions across key states to boost awareness.

40+

Campaigns successfully scaled coverage across 40 U.S. states with measurable ROI.