For new client Medica, the assignment was twofold – Media Logic needed to help the Minneapolis health insurer create a powerful value-driven Medicare Annual Election Period (AEP) campaign for their local established market, while simultaneously launching their suite of Medicare Advantage plans in a new market (Omaha, Nebraska). Adding to the challenge, the entire campaign needed to be up and running in less than 10 weeks (as AEP was just around the corner).
Campaigns in both markets came together quickly by playing up Medica’s rich supplemental benefits. Creative and messaging built around the ability to get “more” from a Medica Medicare plan allowed the insurer to focus on the benefits and extras that recent Medicare consumer research indicates are driving decision-making.
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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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