Heading into an Annual Enrollment Period marked by election noise and growing consumer mistrust of Medicare Advantage plans, new client Baylor Scott & White Health Plan came to Media Logic for a fully integrated campaign that would effectively stand out to prospective members.
Following a quick client onboarding, we hit the ground running to develop a robust, multi-channel campaign that included a new member microsite focused on acquisition, direct mail, online video, digital display, paid social, paid search and email. Using our proprietary County Analysis tool, we overhauled their current targeting strategy to focus media and direct mail on counties that provided the greatest opportunity for growth.
Thanks to their new partnership with Media Logic, Baylor Scott & White Health Plan opened the AEP season with a 169% increase in enrollments compared to the previous year.
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Watch Media Logic Healthcare Group Director Josh Martin walk through exactly how we built AI-driven direct response tactics, what it produced, and where we're looking to test it next.
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