While Aspire Health Plan is the only insurer that offers Medicare Advantage plans in Monterey County, they still faced several challenges. For one, most members of the community have opted for Original Medicare and are not used to shopping during the AEP cycle. In addition, Monterey County has a large Spanish-speaking population.
To overcome these obstacles, Media Logic developed an AEP strategy that focused primarily on education and awareness. Knowing content marketing would be important, we began publishing educational blogs and social posts before AEP even began, resulting in Q3 organic traffic doubling over the previous year.
Once AEP kicked into gear, so did our comprehensive marketing efforts that focused on quickly communicating that prospects could be missing out on valuable benefits, urging them to make sure they have the coverage that makes the most sense during the current health crisis, and focusing on the extra benefits MA plans offer, such as prescription drug coverage, wellness extras, dental and vision.
We also created full Spanish-speaking versions of each marketing component, including blogs and social posts, to illustrate how Aspire is committed to serving this large, fairly-untapped market.
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With 31 million lives insured through Medicare Advantage and growing competition for switching opportunities, it is critical to find the best ways to engage shoppers during AEP. Our recent consumer insight survey delved into buyers' experience with the 2024 AEP to gain perspective and provide marketing professionals with actionable insights.
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