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.
Ready to find your edge?
Get smarter strategy and breakthrough creative. Backed by unmatched client support.
A look at the three-layer design, ongoing stewardship and strategic choices behind an AI-powered tool built for AEP 2027 pre-heat.
Although Gen Zers are responsive to premium cards, various earning reports indicate that that they are also value-focused and eager to "do the math." To help justify steep annual fees, portfolio managers have focused on encouraging premium cardholders to take advantage of a barrage of statement credits, now often referred to as the new "coupon book."
Media Logic's PersonaLAB™ is a new strategic tool that brings buyer personas to life to guide our team's creative and messaging development, shape media targeting and enable sales teams.
