As Medicare’s Annual Enrollment Period approached, Midwest regional health insurer Quartz sought to increase brand recognition and drive awareness by leveraging their partnership with Aurora Health Care. They turned to Media Logic for a cobranded AEP campaign that was concise, appealing, and wouldn’t disrupt campaign success from years past. The idea? Test an innovative direct mail strategy while simultaneously maximizing investment in proven effective Paid Search and Paid Social channels.
After looking at past materials, Media Logic identified key points within the direct mail campaign. A previously successful postcard was tested against our new proposed self-mailer. This format, combined with vast industry expertise and tools, led Media Logic to efficiently and effectively target audiences. Results showed the self-mailer outperformed the post card with lower cost per response and lower cost per lead.
In addition to mobile-responsive landing pages for traditional, direct-mail tactics, all digital campaign efforts and QR code scans led to a freshly built, mobile-first experience, ensuring a seamless end-to-end experience for mobile users.
With an effective testing strategy and a newer, stronger digital presence, Quartz was able to drive down cost per response, cost per enrollment, and increase call volume across the AEP campaign.
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Media Logic’s Voices of Medicare study uncovers what truly shaped 2025 AEP decisions—revealing the gap between satisfaction and loyalty, the impact of growing consumer anxiety, and how supplemental benefits are falling short. These insights offer Medicare marketers year-round guidance for stronger, more authentic engagement.
Historically, health insurance marketing teams have supported their Small and Large Group lines of business primarily through push tactics – sales enablement, broker collateral and general awareness messaging and education. But in an environment where employers scrutinize every dollar and expect more from their partners, that model doesn’t go far enough.
In this intriging Q&A session, Media Logic's resident expert, Nicole Johnson, Group Director and FS Practice Lead, shares her perspective on the Lower Midde Market segment honed by decades of commercial payments and retail banking marketing experience.
