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 the 2023 Annual Election Period behind us, we took a look at overall enrollment numbers in Medicare Advantage plans to identify which insurers had substantial enrollment gains. While a lot goes into the marketing of a successful AEP, direct mail continues to be a large driver of interest and likely plays a key role in overall marketing success.
The rapid growth of the dually eligible population presents a huge opportunity for managed care organizations and health insurers with Medicare Advantage experience. Download our D-SNP Marketing tip sheet to get more insights into this quickly changing demographic.
Over the past five years, aggressive marketing campaigns for Medicare Advantage plans have overwhelmed and confused consumers with sometimes-empty promises of extra benefits and no premiums. At Media Logic, we are confident that our regional health insurance clients have always played by the rules and treated prospects with respect. We take pride in our commitment to ethical marketing practices, and we know our clients do too.
