Getting older adults to switch Medicare plans during the Annual Election Period usually involves a lot of individual attention. In-person consultations. Group sales meetings. So in a year where these things simply aren’t possible, how do you gain a competitive advantage?
For MVP Health Care, it meant leaning into virtual assets and alternative ways of connecting, maximizing web traffic, and leveraging the impressive amount of value offered by the health insurer’s Medicare Advantage plans.
Media Logic worked with MVP on an integrated campaign incorporating direct mail, DRTV, paid search and social, print, outdoor and more – and driving to landing pages that highlighted key benefits, offered up assets like localized video seminars and (perhaps most importantly) with prioritized calls to action to better capture leads. We also developed a new cost calculator that enabled user to generate side-by-side comparisons of plan costs based on individual health care needs. Messaging across all components reinforced the guidance offered by MVP’s Medicare Advisors – helping to create an environment that felt truly personal… even at a distance.
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Media Logic's PersonaLAB™ is a new strategic tool that brings buyer personas to life to guide our team's creative and messaging development, shape media targeting and enable sales teams.
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