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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Direct mail is *still* one of the most effective ways to reach seniors during Medicare's AEP, but a multi-channel marketing campaign is essential. We've noticed the increased share of leads for paid search and paid social media and wanted to share a few tips based on our experience.
Here at Media Logic, the Healthcare Marketing Team is constantly keeping a pulse on all things Medicare, including marketing tactics used by health insurers. This year, we decided to compile a list of all direct mail calls-to-action (CTAs) and offers used by Medicare marketers throughout the 2021 AEP.
We expect audience sizes to fluctuate (and likely decrease), as they may no longer include people on iOS 14, and we anticipate a push for healthcare brands to place higher value on their own lists and available analytics to understand who customers are and how they interact with the brand’s website.
