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Case Study #10

Medicare Advantage

Medicare Plan Successfully Retains 94% of Members During Complex Transition

The Challenge

A government shutdown of certain Medicare plans created a risky and complex transition plan for current plan members. Over $250 million in healthcare business was in jeopardy for a regional Medicare plan provider and they needed a smart, strategic retention campaign.

Results

We helped the Medicare plan provider:

94%

Membership retention

$235M

In revenue transitioned

$3.10

Cost per retained member

The Solution

We created unique customer journeys built from data on highly complex member qualifications, coverage options and situational concerns. These were leveraged in a year-long, systematic, high-frequency messaging campaign leading up to and during the enrollment period that made the transition complexities simple and persuaded members to stay with the current plan provider.

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What did we do

We started by understanding and defining the key business outcomes in terms of three key metrics.

  • Membership Retention
  • Proportion of Customer Revenue Transitioned
  • Cost Per Retained Member

How did we do it

We developed a focused campaign based on five essential steps. We:

  • Defined an audience strategy based on unique audience journeys
  • Developed a personalized messaging strategy
  • Built an educational and persuasive creative campaign
  • Executed the program uniformly across channels
  • Measured and optimized the program

Services provided

Strategy
  • Audience
  • Channel
  • Messaging
Data & Analytics
  • Processing
  • Enrichment
  • Analytics
  • Measurement & Reporting
Creative
  • Print
  • Web
  • Editorial
Omnichannel
  • Direct Mail
  • Social