Case Study #23

Medicare Advantage

Medicare Plan Boosts Response Rates by 90% For D-SNP Insurance

The Challenge

Penetrating the Dual Eligible Special Needs Plan (D-SNP) Medicare market has always been uniquely challenging. A Midwest Medicare plan provider wanted to overcome the difficulties of reaching this audience to better drive conversions and lower costs per lead and acquisition.


We helped the Medicare plan provider:


Increase in response rate


Lower cost per lead


Lower cost per acquisition


Higher conversion rate

The Solution

We used our experience targeting similar prospects in other industries to develop a highly refined and effective model leveraging member and proprietary AccuLink 360® data. We created persona groupings within the target audience to develop relevant, personalized messaging and executed a connected campaign across all channels. Prospects received coordinated direct mail and digital advertising via mobile, a key channel used by the D-SNP audience.

What did we do

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

  • Response Rate
  • Cost Per Lead
  • Cost Per Acquisition
  • Conversion Rate

How did we do it

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

  • Developed an audience strategy using member and proprietary AccuLink 360® data.
  • Created persona groupings within the prospect target audience.
  • Developed relevant, personalized messaging for each.
  • Built and executed a campaign experience across all channels.
  • Measured and optimized the program.

Services provided

  • Audience
  • Channel
  • Messaging
Data & Analytics
  • Enrichment
  • Modeling
  • Analytics
  • Measurement & Reporting
  • Print
  • Web
  • Editorial
  • Direct Mail
  • Search
  • Social
  • Display and Digital Media