With revitalized B2B product offerings and attractive pricing, HAP saw an opportunity to expand its market share in Michigan’s group health plan market – and they tapped Media Logic to help maximize results. In addition to updating their sales collateral, we also developed a targeted campaign to reach both small and large employer groups. The marketing effort included an integrated print and radio campaign designed to drive calls to HAP’s internal sales team, as well as brokers/agents.
Multiple executions were developed to cover employer-centric topics such as cost control, funding options, network and plan choice. The campaign helped fuel an increase in sales leads from groups and brokers.
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The way healthcare consumers search has quietly changed, and the implications of this shift are shaping who gets found, and who is left out. Before a potential member ever reaches your website, many of them have already asked an AI platform to explain their options. Today, the question isn't just "How do we rank?", but when an AI platform answers a question, are we as source it trusts and cites?"
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