Background
A leading health insurance marketplace specializing in Medicare plans sought to improve the quality and scale of their inbound call acquisition strategy. The client was already a long-time partner of Digital Media Solutions (DMS) when they transitioned from purchasing call transfers to testing a new model centered on consumer-initiated inbound calls.
This strategic shift was largely driven by regulatory changes, specifically, the CMS regulation around the 48-hour rule, which led many Medicare marketers to pivot toward 100% inbound call models. The client had also been facing challenges with consistency under the previous call transfer approach, as payout structures varied depending on day-to-day performance.
With a performance goal of maintaining a $250 CPA or lower, the client needed a solution that could deliver reliable, high-intent call traffic while navigating the complexities of Medicare seasonality, compliance and fluctuating consumer behavior.
Planning & Implementation
To address the unpredictability of sale-based payouts, DMS proposed a new model: the client would pay for raw calls at a competitive CPL, offering more financial predictability and campaign control. The DMS team initially launched with 200–300 calls per day from top performing campaigns. Call cadence was carefully aligned with the client’s agent availability and top-performing time windows to maximize lead-to-sale conversions.
Adherence to Medicare regulations was at the forefront from the start. DMS leveraged its dedicated internal Medicare compliance team and strategically utilized Ringba for real-time call routing, ensuring each inbound call was directed to the right buyer, while maintaining alignment with regulatory requirements. This strong compliance framework, paired with close coordination and agile planning, laid the groundwork for confident and sustainable scaling.
.png?width=714&height=179&name=New%20Insights%20Banner%20CTAs%202024%20(4).png)
Testing & Optimization
As volume scaled, DMS refined its media buying and optimization strategies to maintain strong performance. Focusing on the client’s top-converting states and most qualified age groups, DMS continuously monitored conversion patterns and adjusted targeting to ensure campaigns remained efficient and impactful.
This deliberate focus on the right geographic and demographic mix, always a critical success factor in Medicare marketing, played a key role in driving consistent performance as the campaign grew. What began as a small-scale test of 200–300 daily calls evolved into a high-performing, full-scale campaign. During the peak AEP period, call volume scaled to over 8,000 daily calls.
The raw call pricing model enabled DMS to take strategic, calculated risks. With 90% of calls billable, the team had the flexibility to expand reach and experiment with new sources of high-intent traffic without incurring unsustainable losses. All call eligibility and quality assurance were managed through sophisticated media targeting and advanced Ringba routing logic, enabling strong performance while maintaining compliance integrity.
Results
Over the course of a year, this partnership generated nearly $20 million in revenue, representing more than 200% year-over-year growth, with a 50% improvement in CPA compared to the prior year. Performance remained steady during the high-demand AEP season, and, notably, continued to hold strong during off-peak periods when efficiency often declines.
This success not only positioned DMS as a top call provider for the client, but also laid the groundwork for future growth. The client is now expanding into additional Medicare-related sub-products, including final expense, further strengthening the partnership and the opportunity for continued year-over-year growth.
Ready To Achieve Results Like These?
Digital Media Solutions (DMS) helps health insurance providers connect with high-intent consumers through scalable inbound call campaigns, innovative digital strategies and an industry-leading compliance process. Our performance-based models are designed to maximize return on ad spend and ensure your Medicare health plans reach the right audiences at the right time. Contact DMS today to discover how we can help you achieve results like these.