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.
Ready to find your edge?
Get smarter strategy and breakthrough creative. Backed by unmatched client support.
Let’s be real: if your solution isn’t completely agnostic, then you’re probably kidding yourself if you think a broad-stroke, spray-and-pray approach to your go-to-market strategy will cut it. Buyers today don’t have time for fluff, and honestly, neither do you. Enter ABM—or, better yet, ABE (account-based everything). If you’re not completely sick of B2B acronyms […]
You may have zeroed in on your target account audience, produced all your sales and marketing assets, and even launched your first account-based marketing (ABM) program. But how can you be sure that what you are doing is generating results? This guide covers 5 account-based marketing metrics that revenue leaders need to consider when measuring […]
The evolution of the B2B buyer’s journey has challenged go-to-market teams to think outside the box regarding how to reach in-market accounts. This is especially true for B2B organizations focused on enterprise-level sales to meet their growth goals in 2023. The biggest of these challenges is identifying what marketers often call the dark funnel. What […]
