Case Study

DIRECT MAIL ADVERTISING & HIGHMARK

Because Stars (& Direct Mail Advertising) Matter in Healthcare

The Centers for Medicare & Medicaid Services (CMS) uses a five‐star quality rating system to measure Medicare beneficiaries’ experience with their health plans. This rating system applies to all Medicare Advantage (MA) lines of business.

The program is a key component in financing healthcare benefits for MA and MA‐PD plan enrollees. And the ratings are posted on the CMS consumer website to give beneficiaries help in choosing a plan.


INDUSTRY
Healthcare

AUDIENCE
B2C

WORK
Research
Direct Mail
Search

THE MORE YOU KNOW

These coveted stars are earned by the plans that fare well against a scorecard of stars measures—for example, preventative care screenings like cancer, and even flu shots.

When Highmark wanted to proactively educate their members to influence their star ratings, we concentrated on key measures where we could make a difference. Some of the communications featured prevention reminders and encouragement of physical activity. Others featured conversation starters for doctor visits—such as checklists to bring along.


Interestingly, it seemed that with one benefit in particular, the Annual Wellness Visit, a majority of members didn’t utilize or understand. We seized the opportunity to educate members on this free benefit.


THE RESULT?

0 %
INCREASE IN APPOINTMENTS BOOKED
Claims (appointments) were tracked as high as 35%, making Highmark—and their stars—shine bright.

 


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