Defence Health is a not-for-profit health insurer dedicated to supporting the unique needs of the Australian Defence community. Since 1953, they’ve provided trusted, value-driven health cover to those who serve, have served, and the families and supporters who stand beside them.
As a restricted health fund, Defence Health faced the dual challenge of converting more of the existing Defence community into members while also raising awareness that eligibility extends beyond ADF personnel to include families and broader Defence connections. This needed to be achieved without exceeding a sustainable cost per acquisition (CPA), requiring a carefully targeted and cost-effective approach.
To address the challenge, Bliss implemented a multichannel digital marketing strategy combining Paid Search, Performance Max, Video, and Display campaigns. We segmented campaigns using highly localised geo-targeting, developed detailed audience profiles to reach eligible users, and tailored creative to resonate with key demographics.
By expanding keyword targeting, leveraging remarketing, and boosting awareness through broader media channels, we effectively increased engagement and conversions while maintaining a manageable CPA.
Bliss also provides custom tracking that covers a user quote and sign up flow. This includes seeing where drop-offs occurred in the process to optimise the flow and assist remarketing.