Oscar Health × AYMI

Oscar Health competes for members inside a hard six-week open-enrollment window where every payer floods the same channels at once. The funnel looked healthy on top-line clicks, but spend was concentrated on already-converting brand-aware shoppers while higher-intent, plan-eligible cohorts were under-served — and every creative variant had to clear regulated review.

AYMI was brought in to rebuild acquisition as a compliant, intent-tiered system measured to approved members and downstream retention, not landing-page traffic.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Modeled the eligible market by subsidy tier, life-event trigger, and plan-fit rather than broad demographics. Mapped the enrollment journey from first touch to plan selection to first claim, exposing where eligible shoppers stalled before completing an application.

2. Step 02Strategy

   Reallocated spend from saturated brand keywords into intent-tiered cohorts — subsidy-eligible, life-event, and lapsed-shopper — each with its own conversion goal and a compliant creative track cleared for the regulated frame ahead of the flight.

3. Step 03Creative

   Built a modular system that flexed plan-fit messaging (cost, coverage, telemedicine access) per cohort while keeping required disclosures in register. Every variant laddered to a single trust-led brand position so compliance never read as fine print bolted on.

4. Step 04Launch

   Activated across paid search, paid social, programmatic, and lifecycle email, with application-completion and approved-member events instrumented for clean cohort attribution rather than click-level vanity reads.

5. Step 05Optimize

   Daily pacing against the enrollment-window clock: reweighted toward cohorts completing applications, refreshed fatigued creative inside the cleared library, and shifted the retargeting layer to seed from application-starters, not site visitors.

Qualified member enrollments grew across the window while each approved member cost less to acquire — the spend followed plan-eligible intent instead of saturated brand demand. More shoppers finished plan selection as the funnel stopped leaking eligible people before application.

The members it brought in stayed longer than prior cohorts, and the intent-tiered system is now the templated open-enrollment motion for the next cycle.