Case Study

AEP MARKETING SUCCESS FOR 
CARE N' CARE 

AEP Marketing: Achieve DRTV Success with a Bilingual Approach

AEP marketing takes place during an eight-week, high-pressure selling season crucial to membership growth. During the Annual Election Period (AEP), Medicare marketers compete for the attention of eligible seniors in crowded mailboxes, inboxes, online, over the air waves and, of course, on TV via direct response ads (known as DRTV). The goal of these communications? Grab the attention of every eligible senior with relevant messaging; miss your moment to resonate with Medicare-eligible seniors and they’re likely going elsewhere.

INDUSTRY
Medicare Insurance

AUDIENCE
Medicare-Eligible Latinx Seniors

WORK
Omni-Channel—Television and Direct

No Translation Needed for this AEP marketing (DRTV) success story

As a growth-oriented organization in a diverse marketplace, Care N’ Care is always looking for new ways to optimize its approach to acquisition. They know their AEP marketing strategies must speak to the large Latinx population across its market and rely on DRTV success.

Since seniors rely most on the mail and television channels, we regularly optimize our approach—that’s standard. Television media comes at a premium during the AEP, so why not expand to Spanish-language media? 

To maximize this campaign and achieve new member goals, we went to market with an omni-channel approach that incorporated bilingual direct mail working together with direct response television spots developed in both English and Spanish. Ensuring that our television and direct mail efforts were dual-lingual and working in tandem, we expanded the reach and increased the relevance of our campaign. 


THE RESULTS

By embracing an approach that helped maximize its market, the overall results for this AEP campaign exceeded client goals. Let’s talk.


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