B2B Campaign
The Target
Small and mid-size employers who offer HSA-eligible health plans but don’t see the value in facilitating an HSA program for their employees.
Benefit brokers and insurance consultants who work with small and mid-size employers but don’t understand why their clients should facilitate an HSA program for their employees.
The Campaign
The campaign messaging tied HSAs to something all businesses can relate to—dollars and cents. We highlighted the misunderstood and often overlooked FICA savings that could be obtained for both the employer and employee through an employer-sponsored HSA program.
The Assets
The Results
PR Reach
Managing editors loved this angle as it was different and unique from pitches they receive on HSAs. Pickups included BenefitsPro, PLANSSPONSOR, Healthcare Business Today, Insurance News Net, and Forbes. Potential audience reach was over 2 million
Lead Generation (sales qualified leads)
- 69% of 2021 broker leads came from FICA campaign
- 58% of 2021 employer leads came from FICA campaign
Open Rates for Email Lead Nurturing Campaign
- 78% for employers
- 95% for brokers
*The B2B sales cycle for health savings accounts is long, sometimes taking over a year for conversion. Our expectation was for this campaign to bring deals in for open enrollment seasons (summer & fall) in 2022. In January of 2022 Bend entered an agreement of purchase and all sales and marketing activities ceased. Bend was absorbed into HSA Bank in February 2022.