As veteran experts in HAP’s Medicare marketing, we were able to use performance metrics to create a marketing strategy that would drive conversion during the open enrollment period. The team delivered direct response TV spots, a multi-touch direct mail campaign, free-standing inserts and other integrated tactics.
The results were outstanding: HAP’s marketing leads, sales leads and new members all increased. Even better, the cost per marketing lead across all channels was reduced – in some cases, by more than 80%!
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Branding during a crisis is all about the appropriate response. In the case of healthcare providers and payers, in times of stress and uncertainty, responding by focusing on the customer experience is key.
With the switch rate for the Medicare Annual Election Period (AEP) ticking up (again) this year, we took some time to study the direct mail creative of plans with YoY enrollment gains.
For 2020, we noticed several new market entrants or “start-ups” who entered the highly competitive Medicare Advantage space. We took a closer look at nine new plans and created a SlideShare with observations on their history, pricing and positioning strategies, as well as their results.
