Case Study

HEALTHCARE MARKETING & MMM of Florida

Healthcare Marketing Survival: How to Launch an AEP Campaign—

(Really, Super) Fast!

If you’re in healthcare marketing, you know how tough it is to enter a new market in the AEP. Entering the South Florida market is tougher still. But wait, there’s more—the launch was further complicated by a truly fast track. More about that later…

According to Deft Research, direct mail marketing is still the number-one shopping prompt for seniors, so we focused our efforts on a multi-touch campaign targeted to a select group of Medicare beneficiaries in Miami Dade, Broward, and Palm Beach counties. We would be able to move quickly, and with seniors being most responsive to direct mail it would give us a strategic advantage for performance.

INDUSTRY
Healthcare

AUDIENCE
B2C

WORK
Strategy
Direct Mail

TYING IT ALL TOGETHER with healthcare marketing

Since MMM of Florida was putting a lot of effort toward their advertising and PR, it was also important to find ways to highlight components of their brand work strategically, for an integrated impact. Tying it all together, their “We Stand by You” tagline became the basis for our branded offer.


The campaign, developed for both English and Spanish bilingual audiences, was built to increase in urgency throughout the AEP. A timeline not for the faint of heart—we were able to develop entirely new creative, including a targeting test, all within a period of about five weeks from project start to initial mail date.


TAKING IT TO THE FINISH LINE

We developed an offer strategy, created badges to highlight MMM of Florida’s expertise, created three touches of mail, and deployed it all with time to truly test for the best results.
The early bird catches the worm in the AEP where there is no such thing as fashionably late. 


DAYS FROM KICKOFF TO AEP MARKET LAUNCH!
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