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Member acquisition on search and social
Google search structured by plan type, county and intent, paid social for awareness and retargeting, and landing pages built around how members actually compare plans.
Fractional CMO for health plans
A fractional CMO for health plans that need members, not impressions, during the weeks that count.
I'm Monica Hacker, a fractional CMO for health plans and member acquisition. Google and paid social media strategy, enrollment season planning, compliant creative and tracking that respects the rules, with one senior person accountable for the number.
Part of my healthcare practice. Recent work includes paid search and media strategy for a regional health plan.
The pattern
Health plan marketing is seasonal, regulated and usually measured on the wrong thing.
Most health plan media I've seen is planned like a brand campaign and judged like one. Impressions, reach, a landing page with a phone number, and a big spend concentrated in a few weeks of open enrollment. What's missing is the funnel view: which searches turn into calls, which calls turn into applications, what an enrolled member actually costs by channel, and what to do in the other forty weeks of the year.
Then there's the regulatory layer. CMS marketing rules for Medicare Advantage, state rules for Medicaid, disclaimers, approved language, and tracking limits that most agencies either ignore or use as an excuse to measure nothing.
So I start with the funnel. Search demand by plan type and county, what the ads and landing pages can say, where the enrollment path drops people, and what the data can and can't show. Then a media plan built around enrollment windows and a measurement layer that reports members, not clicks.
What I run
How an engagement usually works.
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Enrollment season, planned
A media calendar built around AEP, OEP, special enrollment and Medicaid redetermination, with budget front loaded where the demand is and something running the rest of the year.
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Compliant creative and honest measurement
Ad copy and pages inside CMS and state rules, disclaimers handled, and tracking that reports applications and enrollments without moving member data where it shouldn't go.
Who this is for
Plans I tend to work best with.
A regional or provider sponsored health plan, a Medicare Advantage or Medicaid managed care organization, or an employer group plan with real media spend and an internal team or agency that reports impressions instead of members.
Usually the marketing lead is stretched across brand, member communications and compliance, and what's missing is someone senior who owns acquisition media and can talk to the CFO about cost per enrolled member.
This sits inside my healthcare practice, alongside my work with clinics and practice groups.
Where to start
Start with a Member Acquisition Audit.
A clear read on search demand, media efficiency, the enrollment funnel and what your tracking can actually prove, delivered in 7 to 10 days with a recorded walkthrough.
What I look at first
- Demand: search volume by plan type and geography, and how much of it you're capturing
- Media: cost per call, application and enrollment by channel, not cost per click
- Funnel: where prospective members drop between search, page, call and application
- Compliance and creative: what your ads and pages say, and what they could say
- The verdict: where the budget is leaking and what to fix before the next window
Starting at $1,500
Delivered in 7 to 10 days
Credited toward your first month if you move to a retainer.
Fair questions
What health plan teams ask me first.
What does a fractional CMO do for a health plan?
Owns member acquisition media: Google and paid social strategy, enrollment season planning, compliant creative and landing pages, and measurement that reports enrolled members by channel. Leads the internal team or agency and answers for the number.
How much does this cost?
From $8,500 a month for about 10 to 12 hours a week, 4 month minimum, review at month 3. Enrollment seasons usually need more hours, and I price that as a monthly retainer with the time commitment stated. A Member Acquisition Audit is $1,500 and credited toward your first month.
Have you worked with health plans before?
Yes. Recent work includes Google Ads and media strategy for a regional health plan, alongside clinics and practices in my healthcare roster.
Can you work inside CMS and Medicaid marketing rules?
Yes. Your compliance team owns the rules. I build media, creative and pages that live inside them and still perform, and I build measurement that doesn't move member data where it shouldn't.
Do you only work during open enrollment?
No. Most plans waste the other forty weeks. I plan the year around the windows that matter and keep something efficient running between them.
Let's report members, not impressions.
I take on a few new clients each quarter. If your plan needs acquisition media that answers to a number, let's talk.
Book a call →Thirty minutes. Bring your numbers, or just bring the problem. You'll leave knowing what I'd fix first.