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MEDIA STRATEGY

oscar

CONTRIBUTION

 

Management:

Azra and Priscilla

​

Public Relation:

Dhvani

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Creative:

Karina and Fiona

COMPANY

BACKGROUND

Oscar Health Insurance is a technology-focused health insurance company founded in 2012 and headquartered in New York City. 

With Its quirky branding and emphasis on simplicity, it has been  poised to "make health insurance suck less."

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BUSINESS

CHALLENGE

Oscar is currently present in four states: NY, CA, TX, and NJ. We were challenged to create a media strategy to increase market share and gain first trial non-users. The client wanted to see a plan that increases the September- December spending vs. rest of year to 70%/30%. The budget for 2017 was $75M.

 

Because of the complexities of the industry and the need for uncomplicated individual health insurance, Oscar needs to work on improving its user experience. We were asked to focus on tech-savvy entrepreneurs and freelancers from ages 18-49. 

OSCAR'S CORE VALUES:

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SIMPLICITY

INNOVATION

TECHNOLOGY

FRIENDLY USER EXPERIENCE

MARKERTING

OBJECTIVES

Increase usage from existing markets in NY, NJ, CA, and Texas by 15% marketshare.

Increase first trial, non-users by gaining a 5% share of the national individual health insurance market. 

RESEARCH

'MILLIPRENEURS'

20-30y

Called"Millipreneurs".

Starting companies and targeting higher profits than other generations

​

Source: Fortune

39%

Millennials are more likely to work out no matter how busy they are.

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Source: Simmons

54M

54M Americans are freelancers. 

​

 

Source: The Bureau of Labor and Statistics

34%

34% of Americans are self-employed. The number will increase to 40% by 2020.

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Source: The Bureau of Labor and Statistics

TARGET

SEGMENT

TECH-SAVVY ENTREPRENURS & FREELANCERS

We conducted consumer research to explore the target segment that the client wanted us to focus on; 18 to 49-year-olds with a focus on 18 to 34-year-old tech-savvy entrepreneurs with a penchant for a healthy lifestyle.

 

 

The target segment loves to embrace a healthy lifestyle. This mainly entails working out regularly at a gym as our target is 39% more likely to be seen working out at a gym or fitness club. They are busy growing their businesses and see Oscar as a young and independent brand. This might seem appealing to their market segment, those who want to take the path less traveled and are not afraid to try products out first

Demographic

  • Age: adults 18-49, with an emphasis on 18-34

  • Gender: 30% female and 70% male

  • Income level: $50,000+

  • Education level: bachelor degree+

  • Marital or family status: 40% single or 60% married (mainly for parents have children under 18)

  • Occupation: management and financial operations 8.3%, professional/technical 14.3%, Construction 10.8%

 

Source: Simmons

Psychographic

  • Personality: 21% more likely to be independent, passionate about work, problem solver, energetic

  • Attitudes: They make sure to prioritize working out no matter how busy they are (39% more likely).

  • Busy and values time

  • Interests/hobbies: surfing the Internet (social media/business magazine), video games, watch TV/movie, music, traveling, and spend time with friends/family

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Source: Simmons

LOCATION: METROPOLITAN AREAS

Source: The US Small Business Administration Advocacy Group

The geographic locations in which Oscar ads will be placed were chosen for two main reasons:

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  1. Large concentrations of freelancers in certain cities

  2. A high number of small business owners

  3. Large concentration of target audience

  • NYC (5 boroughs)

  • LA

  • Chicago

  • Dallas

  • San Francisco/Oak/San Jose

  • Atlanta

  • Phoenix (Prescott)

  • Seattle

  • Miami

  • Denver

  • Austin

CONSUMER PURCHASE JOURNEY

Based on research from Mintel, the most important steps in a purchase journey when buying health insurance are:

active consideration and relationship building.

1. ACTIVE CONSIDERATION

Oscar is new to markets and needs to create awareness and reach consumers at the moment that most influences their decisions. They are not familiar with insurance companies and Oscar has to be a top-of-mind brand when they are considering purchasing a new plan.

STRATEGIC INSIGHT

Young adults are at the prime of their health and heavily focused on growing their careers. Health insurance is not a priority in their life and therefore would rather not be hassled with the pesky details of buying or renewing their insurance.

MEDIA

STRATEGY

Because our target cares about their health and lacks time, it is very important to reach them within the small window of time they have to undertake engaging activities.

 

Connecting with them through fitness-centric events and locations such as gyms, marathons, triathlons, and Crossfit, competitions would make for efficient advertising which displays our understanding of their world and Oscar Health's dependable existence within it. 

 

We know our target audience uses digital media heavily for entertainment and growing their businesses. Therefore, we recommended allocating more spending towards digital. 

 

We wanted to target geographic locations for ad placement which have a large concentration of freelancers and a high number of small business owners.

STRATEGIC

MESSAGE

Oscar provides a hassle free experience.

COMMUNICATION CAMPAIGN:

oscar Healthcare simplified

Between managing careers and handling the daily to-do list, the target segment looks for solutions to make life a little less of a hassle. They do not want the little blocks of time they have to be spent on picking a complicated insurance plan. Oscar Health wants the target segment to know that an insurance plan doesn’t have to be a hassle if they make it a part of their life.

MEDIA 

TOUCHPOINTS

DIGITAL

TV

  • Social Media 

  • Digital Audio

  • Digital Video

  • Websites, digital ads

  • SEM/SEO

  • Advertise on morning shows and prime time 

PRINT

  • Advertising in health and business magazines, and news papers

OUT OF HOME

SPONSORSHIP

  • Billboards at airports, train stations, and bus stops

  • Marathons

  • Tech conferences

MEASUREMENT

OF SUCCESS

  • YouTube video views

  • Likes, comments, tweets and re-tweets, and shares

  • CTR

  • Average time spent

  • Conversion

  • Unique visitors

  • Track key words

  • Impressions 

  • Reach

  • Audience measurements: GRP

 

  • Circulation numbers

 

  • Increased traffic to the website

  • Social media referrals

  • Increased traffic to the website

  • Social media referrals

SAMPLE OF 

CREATIVE WORK

BUDGET

Q1,2,3 = 30%

Q4=70%,

Total planned= $75M

Total actualized: $74.1M

 

Based on competitor analysis, we recommended the client to allocate more of the budget towards digital media and less on print. The target segment is digital natives and spends time building their start-up or business on the online/ technology space. 

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