As enrollment season approached, Baylor Scott & White Health Plan asked Media Logic for help energizing and informing a new and wider audience of healthcare agents and brokers by increasing attendance at their agent roadshows.
In response, Media Logic developed “Powered by You,” an agent-focused campaign featuring a microsite strategically developed to drive engagement and maximize attendance. The site’s functionality included a real-time counter that displayed the total number of available seats to heighten urgency, as well as a “Refer a Colleague” button to help agents spread the
word.
Additionally, Media Logic designed multiple email communication streams to generate interest in the events and ensure commitment to attendance. This included a “Save the Date” series and an event confirmation series that included add-to-calendar functionality. In the days leading up to each event, registered attendees received email and SMS reminder messages to confirm event details.
By focusing on communication-building between the health plan and agents, we were able to deliver strong results. The campaign led to a staggering 169% increase in event sign-ups compared to the previous year, which meant Baylor Scott & White Health Plan was ready for a busy and successful AEP season.
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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.
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