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.