NURX
How ADM’s Paid Search Strategy Drove an Increase in Cash and Insurance Buyer Conversions
46%
increase in conversions for services that only allowed for cash payment
222%
growth for insurance terms year-over-year
22%
growth in conversions for non-insurance-based keywords
10%
CVR improvement
8%
CPA improvement
Services
46%
increase in conversions for services that only allowed for cash payment
222%
growth for insurance terms year-over-year
22%
growth in conversions for non-insurance-based keywords
10%
CVR improvement
8%
CPA improvement
Services
The Challenge
NURX is a mission-driven healthcare company providing birth control, sexually transmitted infection (STI) screenings, skin care treatments, mental health support, and more. 2020 and the global Covid-19 pandemic ushered in a new age of digital healthcare, with more companies like NURX who acquire and monetize patients through a D2C business model appearing in the market. As the D2C health market evolved, NURX needed to improve profitability across service lines while managing distinct acquisition costs and lifetime values for cash and insurance patients. To achieve this, they turned to ADM to optimize SEM strategies and customer journeys.
Our Solution
ADM created an intent-based keyword structure to sort keywords into three categories: those indicating no insurance, those indicating insurance, and neutral terms. This included generic phrases like “with insurance” or “without insurance” as well as specific insurer names. By structuring SEM campaigns around these keyword groups, ADM optimized bidding and budgeting to maximize cash buyer acquisition while improving efficiency for insurance and neutral segments. Customized landing pages reinforced this strategy, displaying insurance logos for insured patients and emphasizing affordability for cash buyers.
The Results: Conversion and Profitability Increased
- In 2022, the shift towards cash-only service lines drove a 46% increase in conversions for services that only allowed for cash payment, helping to improve overall profitability for NURX.
- Segmenting SEM efforts for each NURX buyer type led to 22% growth in conversions for non-insurance-based keywords and 222% growth for insurance terms year-over-year.
- ADM’s landing page testing results informed NURX’s site-wide strategy. ADM found that pages featuring specific insurance logo brands strongly outperformed the control landing page, with a CVR improvement of 10% and a CPA improvement of 8%. NURX added the landing page module featuring insurance logos to all main landing pages.
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“I’ve worked with the ADM team at two different companies, and they’ve been able to scale their efforts to meet diverse needs. I’ve recommended them to dozens of colleagues, and they always thank me later. ADM is my secret weapon.”
Katelyn Watson
CMO
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