Case Study

How To Generate Compliant Insurance Creatives At Scale.

How To Generate Compliant Insurance Creatives At Scale.

Companies

Centerfield

Datalot

My Responsibilities

My Responsibilities

My Responsibilities

Process Design

Process Management

Language Development

Creative Strategy

Performance Marketing

Project Management

Design

Team Leadership

Data Analysis

Context

Because Datalot's internally generated leads were being sent to a variety of well known insurance carriers and heavily regulated Medicare partners, several questions about compliant performance marketing copy arose within my team.

Because Datalot's internally generated leads were being sent to a variety of well known insurance carriers and heavily regulated Medicare partners, several questions about compliant performance marketing copy arose within my team.

The Questions

  • What can we say in our ads?

  • How can we optimize our performance copy?

Importance

  • Although performance marketers can often improve ads by matching ad copy with end user expectations, being required to submit creative for legal review and federal filing puts extra distance between marketers and end users receiving time sensitive information.


  • Not only do edits raise the cost of an ad, it lowers our ability to reach profitability within set time frames.

  • Although performance marketers can often improve ads by matching ad copy with end user expectations, being required to submit creative for legal review and federal filing puts extra distance between marketers and end users receiving time sensitive information.


  • Not only do edits raise the cost of an ad, it lowers our ability to reach profitability within set time frames.

Breif

After a meeting with key stakeholders familiar with the problem, I was tasked with developing a compliance process that:


  • streamlined our creative production for insurance

  • ensured our ad creatives were federally compliant

  • reduced legal edits from special counsel

After a meeting with key stakeholders familiar with the problem, I was tasked with developing a compliance process that:


  • streamlined our creative production for insurance

  • ensured our ad creatives were federally compliant

  • reduced legal edits from special counsel

Required Skills

Graphic Design

Copywriting

Competitive Research

Meta Advertising

Creative Compliance

The Process

The Process

The Process

  • Generally speaking, I sought develop an in-depth pre-approval system that allowed marketers on my team to "drag and drop" insurance copy from a directory of reviewed language.

Generally speaking, I sought develop an in-depth pre-approval system that allowed marketers on my team to "drag and drop" insurance copy from a directory of reviewed language.

1 - Isolate Insurance Partners

1 - Isolate Legacy Data

I worked with the sales team to produce a continually updated list of carrier partners receiving traffic.

I worked with the sales team to produce a continually updated list of carrier partners receiving traffic.

2 - Research Partner Claims

2- Research Partner Claims

With the help of my team, we began researching and developing advertising language that we believed would convert insurance audiences in social channels.

With the help of my team, we began researching and developing advertising language that we believed would convert insurance audiences in social channels.

3 - Seek Legal Pre-Review

Once our team had developed a sizable amount of advertising language for each of our insurance partners, I reviewed and edited the language with our legal team.

Once our team had developed a sizable amount of advertising language for each of our insurance partners, I reviewed and edited the language with our legal team.

4 - Distribute Ad Claims

4- Distribute Ad Claims

Using a series of linked spreadsheets and online insurance resources, our team assembled a company wide directory of pre-reviewed advertising language that could be used in marketing throughout the insurance division.

Using a series of linked spreadsheets and online insurance resources, our team assembled a company wide directory of pre-reviewed advertising language that could be used in marketing throughout the insurance division.

5 - Design With Confidence

5- Design With Confidence

With ready-to-use advertising claims, disclaimers, and pre-reviewed concepts, my design team was able to produce performance marketing creatives and optimize social media campaigns with very few edits from clients, partners, or internal legal teams.

With ready-to-use advertising claims, disclaimers, and pre-reviewed concepts, my design team was able to produce performance marketing creatives and optimize social media campaigns with very few edits from clients, partners, or internal legal teams.

Results

dramatically improved efficiency

increased optimization capacity

fewer compliance meetings

improved insurance partner confidence

improved partner confidence

renewed ability for dynamic testing.

Timeliness: Our design team experienced a dramatic overall improvement in efficiency. With copy and compliance operations secured and self-sustaining, my lead and senior graphic designers were able to return their focus to creative optimization.


Ability To Anticipate New Content:
Because our ad language was derived from new offerings by our carrier partners, we were able to anticipate compliance reviews and newly generated content weeks, sometimes months beforehand.