Results Matter #48
Healthcare—Medicare Plan Case Study

Medicare Plan’s Increases Lead By 427%

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The Challenge

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:

Increased lead rate
Reduction in cost per lead
Reduction in cost per acquisition

The Solution

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.

What did we do

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

  • Lead rate
  • Cost per lead
  • Cost per acquisition

How we do it

We created a hyper-focused audience model test strategy incorporating five key elements. We:

  • Developed an audience strategy leveraging member and proprietary AccuLink 360® data.
  • Created proprietary persona groupings at the county level for more targeted messaging.
  • Developed and executed a connected campaign experience in-house across all channels.
  • Synchronized direct mail and integrated digital advertising.
  • Measured the results across the three key KPIs.

Services provided


  • Audience
  • Channel
  • Messaging

Data & Analytics

  • Enrichment
  • Modeling
  • Analytics
  • Measurement & Reporting


  • Print
  • Web
  • Editorial


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