Helping Geisinger Medicare Advantage plans speak to diverse personas.

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.

 

Three Geisinger Direct Mail pieces for diverse medicare personas
Geisinger direct mailer and paid ads on an iPad for diverse medicare personas
outside front panel of a Geisinger direct mailer next to a Geisinger Facebook ad for different personas Geisinger facebook ad on iPhone for diverse Medicare Advantage Audiences
Geisinger banner ad displayed on an iPad for diverse Medicare personas Outside front panel of a Geisinger direct mailer promoting savings to Medicare buyer persona

Ready to find your edge?

Get smarter strategy and breakthrough creative. Backed by unmatched client support.

Contact Us Today

See our latest posts.

Navigating Provider Disputes: Medicare Marketing Strategies for Payers

Navigating Provider Disputes: Medicare Marketing Strategies for Payers

Disputes between payers and providers can disrupt the healthcare landscape, leaving Medicare members uncertain about their coverage and healthcare access. While these disputes pose challenges to consumers, they also present a unique opportunity for competitor health plans to step in and offer stability. Health plans that prepare for these situations can use strategic messaging and agile campaigns to retain their current base and attract new members that are seeking clarity and support. Here's how to navigate these disruptions effectively.

When Competitors Exit the Market: A Medicare Marketing Playbook

When Competitors Exit the Market: A Medicare Marketing Playbook

When a Medicare competitor exits the market, its departure can create a window for health plans to attract disenfranchised members who are seeking new coverage options. Early preparation is especially important because these opportunities often arise with limited notice, leaving health plans scrambling to respond. To turn competitor market exits into growth opportunities, health plans need to prioritize early detection, flexible media strategies and ready-to-go creative assets. Here's how to prepare.

Introducing the Media Logic Client Portal: A New Way to Collaborate and Optimize

Introducing the Media Logic Client Portal: A New Way to Collaborate and Optimize

In today's competitive healthcare market, especially within Medicare Advantage, timely access to actionable data is more important than ever. That's why Media Logic's new Client Portal can give our clients an edge. Designed to consolidate vital data and insights in one place, the portal empowers our clients to make smarter, faster decisions while deepening collaboration with their Media Logic team. Learn more about the Client Portal.