Results Matter #30
Healthcare—Medicare Plan Case Study

Large Regional Medicare Plan Boosts Results with Rigorous Campaign Optimization



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The Challenge

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.

Results

We helped the large Medicare plan provider:

16%
Reduction in cost per lead
88%
Average net lift from timing test
5%
Reduction in cost per acquisition

The Solution

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.

What did we do

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

  • Cost Per Lead
  • Average Net Lift From Timing Test
  • Cost Per Acquisition

How we do it

We built and tested different campaign messaging patterns using these essential steps. We:

  • Leveraged member and proprietary AccuLink 360® data to create prospect models at the county level.
  • Delivered a connected campaign experience across all channels.
  • Tested using a control group and two different mail drop and cadence patterns.
  • Sent prospects direct mail coordinated with integrated digital advertising.
  • Determined that one less mail touch achieved the highest return on marketing investment.
  • Created a blueprint for future cost savings and campaign alterations.

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