An interactive microsite for Medicare shoppers drives engagement ahead of AEP.

Baylor Scott & White Health Plan, a Texas-based healthcare plan, partnered with Media Logic to streamline their Medicare prospective member site ahead of the 2025 Annual Enrollment Period. Our goal was to create a more user-friendly experience while still providing access to key information, like benefits and provider details.

Keeping accessibility in mind, we introduced new navigation, a ZIP code lookup, and side-by-side plan comparisons. Additionally, educational content was included to further empower prospects and make them feel confident about their choices.

As part of our interactive strategy, we optimized site content for search engines, improved lead tracking and management, and streamlined data organization, allowing for a smoother and more productive AEP for the Baylor Scott & White Health Plan team.

The redesigned site helped drive strong engagement, contributing to a 154% year-over-year increase in enrollments and an 80% rise in leads.

“We really needed somebody to have industry knowledge, share that with us, educate us and suggest things to make us a
better plan. And you’ve really succeeded there.” Wendy Brownlee, Marketing Director at Baylor Scott & White Health Plan