A large regional Medicare plan sought a way to reduce its marketing expenses while simultaneously driving aggressive Medicare Advantage member growth. Finding the right messaging strategy would be key to reducing cost per lead and per acquisition.
We helped the large Medicare plan provider:
Reduction in cost per lead
Average net lift from timing test
Reduction in cost per acquisition
We developed a data-based audience strategy to create prospect models at the county level. We then tested the channel and messaging strategy we developed in-house using a control group and two different messaging patterns to find the perfect mix of direct mail and digital advertising to achieve the highest return on marketing investment.
We started by understanding and defining the key business outcomes in terms of three key metrics.
We built and tested different campaign messaging patterns using these essential steps. We: