An Eastern regional Medicare plan had been underwhelmed by the one-size-fits-all modeling strategy utilized by its previous agency. The marketing program was underperforming and needed to change. We created a more focused model test strategy to deliver more effective, more personalized messaging that would garner more leads and boost plan enrollment.
We helped the Eastern regional Medicare plan provider achieve these results:
We developed an audience strategy using member and proprietary data to create county-level prospect models and then persona groupings that would allow for more poignant messaging. The test campaign we developed included synchronized direct mail and integrated digital advertising.
We started by understanding and defining the key business outcomes in terms of three key metrics.
We created a hyper-focused audience model test strategy incorporating five key elements. We:
Strategy
Data & Analytics
Creative
Omnichannel