From Proxy Metrics to Real Enrollments: How One Payer Team Made the Switch
📆 Wednesday, July 22 @ 11:00AM PT / 2:00PM ET
Every AEP, payer marketing teams spend millions driving members into enrollment platforms. And every post-AEP debrief, someone asks the question nobody can fully answer: what actually drove enrollment?
Not clicks. Not leads. Not cost-per-quote. Actual plan selections and completed applications.
For most payer marketing teams, that data lives inside a third-party enrollment platform — and never makes it back to the people who spent the budget getting members there.
In this webinar, a payer marketing leader shares how their team solved this problem: getting enrollment-stage events — leads, application starts, completions — flowing out of their enrollment platform and back into their ad stack and attribution tools, compliantly, under a BAA.
The result: retargeting audiences built from real drop-offs. Suppression lists built from actual completions. Lookalike models seeded from application starters, not clicks. And for the first time, the ability to walk into an AEP debrief and answer the question everyone's been avoiding.
- Why application starts, plan selections, and high-intent drop-offs are invisible to most payer marketing stacks — and what that's costing you
- How one payer team instrumented their enrollment platform and what the implementation actually looked like
- The three plays that become possible once enrollment signals are flowing: retargeting, suppression, and lookalikes built from real member behavior
- What payer marketing teams should audit and fix before AEP planning locks in
