Protective Life’s Insurance Plan for Dentists
Digital Director & Lead Account Strategist
Digital Strategy for a Specialized HCP Audience That Increased Leads by 71%
ADA Members Insurance Plans (AMIP), offered through Protective Life, provides specialized insurance products to ADA-licensed dentists across the United States. As Digital Director and dedicated account lead at Pathfinders Advertising Agency, my team and I were tasked with driving qualified leads through digital channels for a highly specialized audience: licensed dental professionals.
As Digital Director and account lead, I oversaw the full scope of client engagement. When our client came to us with aggressive growth goals, I knew we had to look holistically at their marketing communications and ensure that their highly educated customers, ADA-licensed dentists, were central to our strategy.
The full scope of this initiative included a comprehensive audit and redesign of all digital channels (web, email, and search), UX and competitor research, and landing page, SEO, and AI/AEO strategy. I led the effort with the help of an incredibly talented team of UI/UX designers, copywriters, and developers.
The Strategic Approach
Our process began with a comprehensive website audit and competitor analysis of five key insurance brands, combining that review with performance and user data.
I then translated these findings into key insights and a detailed journey map that ensured every core audience’s needs were met. Example findings:
Product pages were too long and copy-heavy, driving high bounce rates and low engagement
The Get a Quote experience had too many form fields, creating friction and reducing submissions
SEO errors were suppressing organic visibility
Email sender reputation had deteriorated following a platform migration, suppressing open rates
The existing digital program lacked dedicated lead generation landing pages entirely
From our insights, we built and executed a project plan of optimizations across every channel:
Redesigned and launched new lead generation landing pages for key products (Term Life, Income Protection, Free Consultation)
Introduced lead gen pop-ups across all product pages and Get a Quote pages
Corrected critical SEO errors site-wide and implemented an ongoing SEO optimization cadence
Launched retargeting ads targeting users who had engaged with the site
Rebuilt the email program from the ground up — cleaning lists, repairing sender reputation, redesigning templates, and developing a persona-based messaging strategy
Overhauled product page copy and layout to reduce friction and improve engagement
As part of this project, we also:
Created Figma design systems to ensure cohesion and consistency across marketing channels and devices, while also increasing efficiency, ensuring the project stayed on track and on budget
Evaluated performance each month and quarter to identify and plan continuous improvement opportunities
Key considerations
The AMIP audience of HCPs (ADA-licensed dentists) sits at the intersection of healthcare professional and business owner.
They evaluate financial products the way they evaluate clinical information, with scrutiny. Every piece of copy, every UX decision, and every creative choice was filtered through that lens: does this earn credibility immediately? Does this reduce friction? Does this give a time-poor professional a reason to stay?
A note on confidentiality: select assets are shown with client approval. Some details have been omitted in accordance with agency confidentiality standards.
a UX-focused Email Strategy
Data-based emails like this one performed best for our “established” audiences of practicing dentists by providing the key information they needed to know without searching or scrolling. Established dentists have existing knowledge of insurance and may already be covered by a competitor.
In this case, cost is highlighted as the brand’s key differentiator, while also showcasing that they’re in the same league as other high-quality insurance providers, like Guardian. This acts as a trust and authority signal.
Email send time was also a critical element: we theorized and confirmed via A/B testing that the best time for our emails to reach the inboxes of established dentists was early in the morning, at lunch, or just after normal working hours, when the dentist would likely be catching up on email.
A mobile-first design also ensured the email rendered perfectly, even if they were reading while on-the-go.
By contrast, these colorful, graphic emails that emphasize brand persona over hard data were the top performers for our clients' audience of dental students.
Unlike practicing dentists, dental students are just entering the field and have a limited understanding of the insurance they’ll need to cover themselves and their practice. These emails emphasize the brand, creating equity and trust as early entry points.
Money is also, of course, top-of-mind for dental students, who are still paying for an expensive education. To meet this audience where they are, we worked with our client on an offer for a free lunch if they took a survey, and a Fujimax instant camera if they stopped by their “Calming Center” booth at a tradeshow in Denver, incentives that any hardworking college student can appreciate.
the results
40% increase in web search visibility
29.26%
Average email open rate
71%
increase in leads
70%
increase in website engagement
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