When it comes to Medicare Advantage, Geisinger Gold plans have a strong value proposition – generous benefits, low-cost plans and an extensive network of top-quality providers. However, they needed a way to stand out from a variety of competitors in their Pennsylvania service area – and to better connect with a diverse set of Medicare consumers.
Working with Geisinger, Media Logic used personas to segment their best prospects by demographic and psychographic factors and develop tailored messaging that would resonate with each audience. Three main audiences were identified, as well as the Geisinger Gold benefits that would be the most enticing to them. For some members, we focused on messaging that spoke to savings and value, while for others, we took a more emotional approach, speaking to flexibility and getting the most out of life.
The campaign focused heavily on primarily utilized channels that could be segmented while also leveraging some traditional broader marketing tactics like TV. Direct mail, paid social and online display ads were all uniquely created for each audience. In the end, Geisinger was able to show its authentic commitment to Pennsylvanians and the personalized needs of their MA members.
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Over the past decade, the Medicare Advantage (MA) market has seen tremendous growth – not just in enrollment, but in the generosity of plan benefits. From expanded dental and vision coverage to over-the-counter allowances and fitness perks, health plans entered an arms race to offer more. But that era has come to a close. We’ve […]
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