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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Although Gen Zers are responsive to premium cards, various earning reports indicate that that they are also value-focused and eager to "do the math." To help justify steep annual fees, portfolio managers have focused on encouraging premium cardholders to take advantage of a barrage of statement credits, now often referred to as the new "coupon book."
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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