Case Study: One Medical Group

Making the Most of What You’ve Got!

Supplemental benefits have really changed the game in Medicare—and Medicare marketing. After years of a serious plateau in shopping and switching among Medicare beneficiaries in the AEP, a new landscape has emerged, and within it there’s more to see.

The high-stakes AEP remains a season of big-time competition—but does the wider array of benefits offered trigger a change in the creative strategy?

For at least one plan, the answer was yes.

INDUSTRY
Health Insurance

AUDIENCE
Medicare-Eligible Senior Consumers

WORK
Direct Mail

THE HIGH STAKES OF MEDICARE MARKETING

Together with launching their rich new plan benefits, Prominence Health Plan was willing to scrap their old approach by hiring a new Medicare marketing agency. Their goal was growth. Our challenge was to make the most of the AEP for Prominence Health Plan, and truly maximize their opportunity.

One of the exciting things about what our client had to offer was the introduction of their debit card benefit—a card that comes loaded with important and valuable funds for beneficiaries to use on things like their dental, vision, and hearing benefits. These all offer meaningful value to seniors—in a unique, convenient, and meaningful way.

As part of this launch, we had the unique opportunity to not only brand the card design, but also to name it. We designed an array of branding elements that extended throughout their materials for continuity. We also found ways to promote and build value in the card benefit as part of the direct mail creative.

Beyond the card, we applied a variety of tried-and-true direct response best practices aimed to lift return. From personalization to the strategy of our mail plan, to bilingual executions, we wanted to be sure that we truly maximized the AEP. This campaign approach was product-first and decidedly different than lead generation.