Innovative testing strategies and a digital-first focus drive growth during AEP.
As Medicare’s Annual Enrollment Period approached, Midwest regional health insurer Quartz sought to increase brand recognition and drive awareness by leveraging their partnership with Aurora Health Care. They turned to Media Logic for a cobranded AEP campaign that was concise, appealing, and wouldn’t disrupt campaign success from years past. The idea? Test an innovative direct mail strategy while simultaneously maximizing investment in proven effective Paid Search and Paid Social channels.
After looking at past materials, Media Logic identified key points within the direct mail campaign. A previously successful postcard was tested against our new proposed self-mailer. This format, combined with vast industry expertise and tools, led Media Logic to efficiently and effectively target audiences. Results showed the self-mailer outperformed the post card with lower cost per response and lower cost per lead.
In addition to mobile-responsive landing pages for traditional, direct-mail tactics, all digital campaign efforts and QR code scans led to a freshly built, mobile-first experience, ensuring a seamless end-to-end experience for mobile users.
With an effective testing strategy and a newer, stronger digital presence, Quartz was able to drive down cost per response, cost per enrollment, and increase call volume across the AEP campaign.
