Heading into Medicare’s Annual Enrollment Period, SummaCare had made a bold choice – introducing an innovative new product that would allow older adults to essentially pick their own Medicare benefits.
SummaCare’s Jade (HMO) with Bene-Flex Medicare Advantage plan included a suite of core benefits. Then, it gave members the freedom to choose additional supplemental benefits, ranging from a healthy grocery allowance, or a flex card to reduce out-of-pocket expenses, to free assistance with everyday tasks like grocery shopping and delivery, technology support and more.
This new offering presented an interesting messaging challenge. Media Logic worked with SummaCare to develop a powerful strategy for clearly communicating both the value of the new plan, as well as its ultimate simplicity. Creative across a wide range of media (TV, DRTV, FSI, Direct Mail and more) embraced the idea of “Building your own Medicare plan” – carefully explaining the unique structure of the new plan while positioning that structure as the plan’s greatest asset. We also made the decision to version the mail cadence based on which of SummaCare’s suite of products the consumer was most likely to be interested in enrolling.
The result was an exciting campaign that differentiated SummaCare from the competition, generating a lot of fresh energy and momentum.
Ready to find your edge?
Get smarter strategy and breakthrough creative. Backed by unmatched client support.
The rapid growth of the dually eligible population presents a huge opportunity for managed care organizations and health insurers with Medicare Advantage experience. Download our D-SNP Marketing tip sheet to get more insights into this quickly changing demographic.
CMS recently released Medicare Advantage enrollment data following the 2025 AEP. While 2024 AEP still felt like part of the MA expansion era, albeit a slower one, 2025 AEP shows a real pivot. This wasn't just another "mixed bag" year. It was the clearest sign yet that the period of rapid growth is behind us. Here's a look at the five biggest takeaways from our 2025 AEP analysis.
The digital marketing landscape is evolving rapidly, presenting both opportunities and challenges for regional health plans. Unlike national brands with extensive budgets and broad reach, regional health plans must navigate digital media with strategic precision to maximize their investments and connect with the right audience. Here's a look at the hurdles regional health plans face and how payers can develop a digital plan to overcome challenges.
