The first year of the ACA required health insurers to cast a wide net to identify prospects for exchange-based individual and family products. But going into year two, Health Alliance Plan (HAP), an insurer based in Detroit with a membership of over 660,000, was among those with greater clarity about its areas of high opportunity.
To increase enrollment and maximize the efficiency of its marketing efforts for ACA’s second year, HAP engaged Media Logic to build campaigns informed by research and insights. Together, we implemented strategic, multi-channel initiatives with targeted messaging, imagery and conversion paths for each segment. In addition, each utilized sophisticated tracking to help refine future campaigns.
Here are some samples of the work: