Innovative testing strategies and a digital-first focus drive growth during AEP.

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.

Billboard side of a Quartz postcard with headline
Close up of the address panel of a Quartz postcard, focused in on a Mobile Quartz landing page with headline
Outside of a Quartz self mailer laid next to the opened version of it displaying the headline
Inside of a Quartz self mailer with the headline The billboard side of a Quartz postcard with the headline
Inside spread of a Quartz brochure showing charts of different Medicare benefits, next to it a different panel with more information from the same brochure

Ready to find your edge?

Get smarter strategy and breakthrough creative. Backed by unmatched client support.

Contact Us Today

See our latest posts.

Bridging Gaps: Practical Strategies for D-SNP Insurers and CBOs to Support Dual Eligibles

Bridging Gaps: Practical Strategies for D-SNP Insurers and CBOs to Support Dual Eligibles

Community-based organizations (CBOs) offer a strategic way for D-SNPs to reach and engage eligible individuals. By working together in practical ways, insurers and CBOs can drive significant impact for dual-eligible individuals while keeping resource demands low. Here's how D-SNPs can collaborate with CBOs to build trust, grow enrollment, test approaches on a smaller scale and improve outcomes.

Navigating Provider Disputes: Medicare Marketing Strategies for Payers

Navigating Provider Disputes: Medicare Marketing Strategies for Payers

Disputes between payers and providers can disrupt the healthcare landscape, leaving Medicare members uncertain about their coverage and healthcare access. While these disputes pose challenges to consumers, they also present a unique opportunity for competitor health plans to step in and offer stability. Health plans that prepare for these situations can use strategic messaging and agile campaigns to retain their current base and attract new members that are seeking clarity and support. Here's how to navigate these disruptions effectively.

When Competitors Exit the Market: A Medicare Marketing Playbook

When Competitors Exit the Market: A Medicare Marketing Playbook

When a Medicare competitor exits the market, its departure can create a window for health plans to attract disenfranchised members who are seeking new coverage options. Early preparation is especially important because these opportunities often arise with limited notice, leaving health plans scrambling to respond. To turn competitor market exits into growth opportunities, health plans need to prioritize early detection, flexible media strategies and ready-to-go creative assets. Here's how to prepare.