Midwest Regional Plan
Superior performance throughout the enrollment journey with a conversion-first, multichannel approach.
Expertise
Audience, Traditional
Industries
Healthcare, Medicare Advantage
Using Audience Science™ and targeted creative strategies, we helped a Midwest Regional Plan surpass national benchmarks in the highly competitive Medicare Advantage market, achieving unparalleled campaign performance and efficient conversions.
400%
Higher conversion rate than the industry benchmark
2x
More households enrolled from leads than the industry benchmark
90%
Lower cost-per-acquisition than the industry benchmark
THE CHALLENGE
Win new members in the growing Medicare Advantage market.
Midwest Regional Plan needed to gain market share in the increasingly complex Medicare Advantage space during AEP. Our roadmap to optimal performance reviewed every detail from audience strategy to channel execution, ensuring every effort leading up to and through the enrollment period was efficient and highly effective.
THE STRATEGY
Audience Science. Multichannel expertise. Maximum enrollment.
We transformed campaign performance for this Midwest Regional Plan with a custom, conversion-first approach tailored uniquely to their highest-quality target audience. Our extensive strategy started with a preheat campaign, using audience-focused creative and household-level targeting to initiate discussions and build remarketing pools.
Our unique strategy utilized a precise range of channels, from traditional TV, radio, and print to innovative digital and social media platforms. As enrollment season neared, we broadened our reach with multichannel techniques, engaging prospects throughout their Medicare journey. During the final stages of AEP, our comprehensive strategy ensured extensive coverage and a consistent flow of member enrollments to outpace even larger competitors.
THE SOLUTION
Seamless multichannel campaign execution to win market share from AEP’s top players.
We started by priming the market with a preheat campaign to increase awareness and fuel remarketing pools for the later phases of AEP. Starting conversations between the Midwest Regional Plan and prospective members, we developed audience-led creative and pinpointed precise household-level targeting. We prioritized the optimal channels from traditional TV, radio, direct mail, and print to search, digital media, social media, and more.
Building momentum and gaining reach, we integrated broader messaging and tactic mixes right ahead of the enrollment season, launching more multichannel upper and mid-funnel tactics that included additional video, display, and free-standing inserts to name just a few.
As AEP season kicked off, we helped this Midwest Regional Plan balance the drive for acquisition by building connections with key prospects wherever they were in their Medicare journey.
During the home stretch of AEP open enrollment, we provided competitive coverage to increase enrollments from our highly targeted group throughout the final stage of this critical time. From digital and social retargeting and brand search to call-only campaigns and email marketing, our robust multichannel strategy culminated in an ever-increasing flow of member enrollments.
THE RESULTS
Unrivaled enrollment and campaign performance in AEP’s most competitive season yet.
Our approach revealed unprecedented results compared to national benchmarks, exceeding the Midwest Regional Plan’s enrollment goal by an additional 25%. With lower costs and higher conversions, our approach set a new bar for marketing performance across the entire Medicare Advantage marketplace.
400%
MORE HOUSEHOLDS ENROLLED FROM LEADS THAN THE INDUSTRY BENCHMARK
2x
HIGHEST NATIONAL MEMBER ENROLLMENT RATE
90%
LOWER COST-PER-ACQUISITION THAN THE INDUSTRY BENCHMARK
Insights
In our Anatomy of a Solution series, we take a look at some direct challenges and disruptive solutions that Amsive has driven for clients. This week, we look at challenging AEP assumptions by rigorous testing with surgical precision to drive acquisition growth.
