Results Matter #23
Healthcare—Medicare Plan Case Study

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



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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.

Results

We helped the Medicare plan provider:

90%
Increase in response rate
53%
Lower cost per lead
82%
Lower cost per acquisition
26%
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 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

Strategy

  • Audience
  • Channel
  • Messaging

Data & Analytics

  • Enrichment
  • Modeling
  • Analytics
  • Measurement & Reporting

Creative

  • Print
  • Web
  • Editorial

Omnichannel

  • Direct Mail
  • Search
  • Social
  • Display and Digital Media