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Services:
B2B Paid Media
GTM Plans & Strategies
Full-funnel Marketing
Lead Generation
Marketing Attribution
CRM Integration
Multi-Channel Campaigns
ABM

Curative is disrupting employer health insurance with a refreshingly simple model: no copays, no deductibles and care navigators who guide members to better health outcomes. As they expanded aggressively into new markets, Curative needed a sophisticated paid media partner who could activate campaigns across the full funnel — from initial awareness through RFP support — while reaching multiple stakeholder groups simultaneously. 

Alloy developed and executed a comprehensive B2B paid media strategy with localized market adjustments, differentiated messaging for brokers, employers and employees, and end-to-end attribution that tied media spend directly to sales outcomes. The result: a seamless, multitouch approach that expanded their network and brought worry-free healthcare to thousands.

  • Full-funnel campaign architecture

    We designed a go-to-market strategy incorporating channels across the entire buying journey for each key audience. From bus wraps and podcasts for initial awareness to LinkedIn and display for always-on engagement, the media mix remained flexible to optimize based on seasonality, inventory, industry verticals and population density.

  • Audience-specific messaging & targeting

    Healthcare benefits decisions involve multiple stakeholders with different motivations. We tailored ad messaging, targeting and media buys for each group of decision influencers — brokers seeking inspired benefits packages, employers wanting healthier workforces and employees curious about life without copays.

  • Dynamic budget optimization

    We built automated triggers that adapted budget allocation as goals shifted over time. The timeline adjusted based on location performance, audience engagement, in-market trends and deal stage data — ensuring spend always aligned with opportunity.

  • Sales-connected attribution

    By integrating CRM, sales and media platforms, we created sophisticated reporting that enabled real-time optimizations, actionable performance insights and strategic recommendations tied directly to revenue outcomes.

Healthcare benefits purchases involve a web of decision-makers across different organizations. Brokers recommend plans, HR leaders evaluate options and employees ultimately experience the benefits. Our media strategy recognized this complexity, deploying content tailored to each group's priorities: whitepapers on employee productivity for upper-funnel lead generation, care navigator messaging for retargeting engagement and ROI-focused content for low-funnel RFP support. This coordinated approach ensured Curative stayed top-of-mind throughout the entire sales cycle.

%
of accounts won were impacted by paid media
x
deal close rate with ad exposure
x
growth in lives covered from 2023-2025

By connecting media performance directly to sales outcomes, Alloy transformed Curative's paid media from a cost center into a proven revenue driver — doubling close rates and fueling expansion.

Our strategy layered channels strategically across the 12-month buying journey. Initial brand awareness launched with bus/car wraps, NPR and podcast sponsorships and digital out-of-home placements in target markets. As awareness built, we activated always-on LinkedIn, search, YouTube, CTV and display campaigns, supplemented by content syndication through EBN, business journals and Univision for market-specific reach. A dedicated test budget allowed us to capitalize on local opportunities and push performance.

Audience segmentation & progressive engagement

We mapped content promotion to goal, engagement level and deal stage. Upper-funnel lead generation featured educational whitepapers like "How Health Care Benefits Impact Employee Productivity." Retargeting engagement highlighted Curative's differentiators like care navigators. Low-funnel RFP support served conversion-focused content to accounts actively evaluating options.

Integrated attribution architecture

The foundation of our success was connecting disparate data sources into unified reporting. By tying media exposure to CRM records and sales outcomes, we proved that 71% of won accounts had been touched by paid media, and accounts with ad exposure closed at twice the rate of those without. This intelligence drove continuous optimization and justified increased investment in high-performing channels and markets.

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