# #3: Recover lost demand from high-intent visitors

#### The situation

* People visit your site, browse services, maybe even start a form — and then leave.
* You have real intent, you’re just losing it.

#### Why teams do this

Retargeting is how teams:

* Re-engage warm/high-intent users
* Recover incomplete conversions
* Shorten time to conversion
* Get more value out of existing traffic

#### The mental model

This is basically “abandoned cart,” just in healthcare-safe language.

Same idea as retail and SaaS: someone showed interest, left, and you follow up.

#### Typical audience logic (conceptual)

* Include: users who showed intent
* Exclude: users who already converted

#### What this usually improves

* Conversion lift
* ROI on paid traffic
* Speed to conversion

#### Example: Regional Blue health plan

Goal: Recovering lost demand with first-party retargeting

A regional Blue health plan implemented Freshpaint retargeting to re-engage high-intent visitors who had interacted with key plan and enrollment pages but did not complete a conversion.

Rather than relying on Meta’s native retargeting, they layered in Freshpaint’s first-party, privacy-safe retargeting audiences built from real on-site behavior.

Even on a small spend slice, Freshpaint retargeting drove **8× cheaper cost per lead** than Meta’s native retargeting, dropping CPL from **$334 to $40** (an **87.8% reduction**).

This showed that accurately defined, first-party healthcare audiences can significantly outperform platform-inferred audiences when it comes to recovering high-intent demand.

They then used this strategy to:

* Re-engage users who showed enrollment or plan comparison intent
* Recover demand that would have otherwise been lost
* Improve ROI on existing paid spend

Learn more: [Retargeting docs](https://documentation.freshpaint.io/audiences/targeting-techniques/retargeting)


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