Results Matter #42
Healthcare—Medicare Plan Case Study

Medicare Plan’s Digital Strategy Drives 110% Membership Increase



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The Challenge

A national Medicare plan was looking to drive membership growth across all its Medicare Advantage plans. To do this successfully, the organization needed to find a way to increase conversion rates across all communication channels

Results

We helped the national Medicare Advantage plan provider achieve these year-over-year results:

37%
YOY membership increase across all channels
67%
YOY organic website traffic increase
56%
Lead to application conversion rate
110%
YOY membership increase over digital channels

The Solution

We developed a holistic strategy focused on the prospect journey pillars of awareness, consideration and acquisition. We built a strong audience strategy using member and market data to create prospect models and segmentation. We then developed a more efficient, cohesive digital strategy and creative messaging across the digital, direct mail and video channels to significantly boost conversions and Medicare Advantage plan membership.

What did we do

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

  • Membership Increase Across All Channels
  • Organic Website Traffic Increase
  • Lead to Application Conversion Rate
  • Membership Increase Over Digital Channels

How we do it

We developed a focused campaign based on five essential steps. We:

  • Developed a holistic strategy focused on prospect awareness, consideration and acquisition
  • Created prospect models and segmentation using market and member data
  • Designed a more efficient, cohesive digital channel strategy
  • Developed and executed creative messaging across the digital, direct mail and video channels.
  • Measured and optimized the program for maximum member increase

Services provided

Strategy

  • Audience
  • Channel
  • Messaging

Data & Analytics

  • Enrichment
  • Modeling
  • Analytics
  • Measurement & Reporting

Creative

  • Print
  • Web
  • Interactive
  • Editorial

Omnichannel

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