Results Matter #10
Healthcare—Medicare Plan Case Study

Medicare Plan Successfully Retains 94% of Members During Complex Transition



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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.

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 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