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Successful Medicare Annual Enrollment Period (AEP) Marketing Strategies: See the Campaigns

• Author: Healthcare Team

Medicare Annual Enrollment Period (AEP) Marketing Strategies

One of the biggest challenges faced by healthcare marketers during the Medicare Annual Enrollment Period (AEP) is that it only lasts 53 days. During this compressed time, Medicare Advantage plans of all sizes from regional health plans to national players are elbowing one another out of the way as they jockey for positioning in front of Medicare-eligible prospects. To stand out, careful planning, creative strategy and execution are necessary. A strong marketing partner can help find your marketing niche and lead to greater AEP gains. Here are a few examples of our recent Medicare Annual Enrollment Period (AEP) marketing campaigns:

HAP: Added benefits and creative testing define Medicare AEP campaign

HAP’s enhanced benefits for dental, vision and hearing were big news for the 2019 Medicare AEP. See how this campaign focused on these expanded offerings with a lighthearted, animated DRTV spot that quickly outperformed existing control creative alongside radio, direct mail, free-standing inserts and various digital assets.

Piedmont Community Health Plan: New $0 plan drives efficient Medicare AEP strategy

How can a health plan maximize its Medicare AEP enrollment without spending as much as its competitors? Media Logic worked closely with Piedmont Community Health Plan on a Medicare AEP strategy to maximize budget and resources. See examples from this visually-arresting, streamlined AEP campaign founded on the health insurer’s local focus, great customer service and a powerful new $0 premium plan.

MVP Health Care: Targeted approach amplifies Medicare AEP campaign

When your service area is complex, a one-size-fits all approach to marketing may take key regional messages off the table.  MVP Health Care wanted to make sure their messages around rates and benefits were maximized to compete. Media Logic helped MVP create distinct regionalized campaigns for their Medicare AEP effort including a mix of direct mail, TV, radio, print, outdoor, email, paid search and a series of custom landing pages. See how this campaign used powerful imagery and simple bold statements to help demonstrate the richness of MVP Health Care’s 2019 Medicare Advantage offerings.

Samaritan Health Plans: Medicare AEP campaign highlights insurer’s commitment to region

In an increasingly saturated Medicare Advantage market, it’s important to point out what makes your health plan stand out. In select regions of Oregon, Samaritan Health Plans is the only local choice. With this in mind, Media Logic worked with Samaritan Health Plans on creating an integrated Medicare AEP marketing campaign that played out across different media from direct mail to DRTV to FSIs and paid search. See how this campaign focused on promoting important new plan benefits, commitment to community and used custom illustrations featuring local landmarks and geography.

In today’s Medicare marketing environment, it’s a good idea to have a marketing partner who can help ensure messaging, timing and targeting are all on point while also providing detailed reporting and analysis to help make informed decisions about your marketing dollars. If you’d like to learn more about these campaigns, or how Media Logic can help you, contact Jim McDonald, director of business development at 518-456-3015.

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