HAP’s 2019 Medicare AEP campaign had a lot to draw from, but the big news was enhancements on dental, vision and hearing benefits – which according to the latest research are enhancements Medicare consumers are actively looking for.
Capitalizing on these improvements, HAP’s campaign was anchored by a lighthearted, animated DRTV spot that quickly outperformed existing control creative. We also developed radio, direct mail, free-standing inserts and various digital assets.
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In a competitive Medicare market, member retention has become a top priority. By using data to personalize outreach based on health needs, demographics and preferences, health plans can significantly increase engagement and loyalty. Download our tip sheet to keep best practices handy as we head into 2025 and the Medicare Advantage Open Enrollment Period.
During this 2025 Medicare AEP, beneficiaries face a complex landscape marked by marketing "noise," election-year rhetoric and significant changes due to new CMS regulations and carrier responses. To get a beat on anticipated behavior and motivations for change ahead of October 15, Media Logic conducted a survey that revealed a complex landscape of factors that may drive shopping and interest in considering a plan change, including financial considerations, benefit structure, network changes and involuntary plan terminations.
In healthcare marketing, identifying and understanding your audience is the cornerstone on which nearly all other aspects of strategy and planning are built. We helped a Medicare Advantage (MA) payer enhance their marketing efforts by applying segmentation to the prospect universe, creating rich, actionable personas and delivering more personalized, effective messaging across multiple channels. Read the case study and download our Audience ID and Segmentation tip sheet.
