Search Optimization Case Study, Defining Your Targets, example based on work for New Life Agency, a Los Angeles Based Insurance Agency

New Life Agency is a Los Angeles based insurance agency, providing specialized policies to people utilizing assisted reproduction services. Because assisted reporcutions procedures, such as egg donation and surrogacy, are elective, not only are these procedures, naturally enough, not covered by normal medical insurance, but moreover, complications arising from these procedures are also frequently disallowed coverage by normal insurance.

The policies provided by New Life Agency include egg donor insurance convering complications arising from oocyte donation, egg recipient insurace covering complications arising from surgery to implant an embryo and surrogacy maternity insurance covering all manner of complications that might arise as a surrogate carries a pregnancy to term and delivers a child on behalf of another couple.

It would seem straightforward that the targets for these products would be surrogates and egg donors. However, that would not only oversimplify the target but miss the best “multipliers” who could assist New Life Agency in connecting with clients again and again. Egg donors and surrogates are only likely to require the insurance once, or a couple of times at most. Intended parents, who want to protect themselves against financial risk, are also likely to require such insurance products only once, or at most, a few times. However, medical practitioners are not only at great financial risk if they rely on payment from normla medical insurance which might be denied. Moreover, since the field is specialized, these practicioners are likely to see many egg donors, surrogates and intended parents, making them the most ideal target for such a campaign.

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