Benefit Comply

Case Studies

Benefit Comply has been supporting the Human Resources and Benefits industry for many years with various software products that directly support compliance issues within a mid-sized organizations. Benefit Comply provides a simple and easy way for benefits professionals to increase their understanding of the complex benefits compliance landscape, including through one of their flagship products, HIPAA Shield.

The Challenge

Benefit Comply came to us with a goal of increasing leads and sales for their product, HIPAA Sheild which provides an easy-to-use tool for health plan sponsors to ensure all privacy, security and training regulations are met for the organization. Benefit Comply shared challenges they have faced with marketing the product and shared a desire to expand into new markets and target different types of organizations.

Our Strategy

We created a 7-week multi-channel digital campaign that included email marketing, Google display and search ads, and LinkedIn ads. We purchased a list of email addresses for individuals in HR roles at mid-sized companies that matched the profile of an ideal customer for the HIPAA shield product. We then used similar criteria to create an audience for both Google and LinkedIn. Throughout the campaign, we optimized our audience and adjusted our landing, keywords, and email creative to increase our click-through and conversion rates throughout the campaign. On LinkedIn, we increasingly focused on job titles and industries that fit the criteria of existing customers and the target market for new customers.

Campaign Strategy

Design

Copywriting

Digital Marketing

The Results

Google Campaign:

Google’s campaigns received a 14% click-through rate with 581 conversions, including:

· 541 Schedule Demo Clicks

· 4 Phone Calls

· 36 Form Submissions

The Google campaign’s cost-per-click was high performing, well below industry standards at $0.32, and it generated 44,710 impressions and 6,436 clicks.

LinkedIn Campaign:

The LinkedIn campaign was the strongest performer with the most targeted audience. The campaign ended with 1,933 conversions, including:

· 1,394 Schedule Demo Clicks

· 453 Form Submits

· 86 Checklist Downloads

The LinkedIn campaign’s cost-per-click was high performing, well below industry standards at $1.04, and it generated 547,242 impressions and 3,477 clicks.

In Conclusion

From May 6 to June 30, 2024, Benefit Comply’s HIPAA Shield campaigns totaled 500,000+ impressions, 9,000+ landing page views, and 2,500+ conversions.

Benefit Comply was very pleased with the campaign's outcome and the influx of leads it received, given the market in which it operates. They were thrilled to see the excitement and interest from businesses looking for new services in the HIPAA compliance space. They were pleased with our ability to target their ideal customer within budget.

: 9,000+ Landing Page Views
: 2,500+ Conversions