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Insurer uses Facebook to lure customers
Healthcare Strategist Trend Watch, May 18, 2007
One of the three largest healthcare providers in Kansas is using the popular networking site Facebook to target new customers.
Facebook is the ideal method of advertising for college-age customers, superseding radio and newspaper advertisements, says Cheryl Dillard, director of government relations and communications for Coventry. The online service has more than 23 million active users, according to The Wichita Eagle.
Coventry Healthcare's new array of health insurance plans, called CoventryOne, are intended for students and recent graduates who no longer have coverage under their parents' health plans. Coventry is using Facebook to market the plans at Wichita State, Fort Hays State, Kansas State, and Kansas and Emporia State.
Coventry has seen a 30% increase in traffic at its Web site since the campaign, Dillard says. Final figures will be determined at the end of May.
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