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.
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.
Older adults aren't a traditional or digital audience. The way they consume media paints a more complex picture. Older adults will sit down to watch TV, read email, check their Facebook and search Google. Insights from our study can help you know where and how older adults are paying attention to media streams.
Each fall, CMS publishes Medicare Advantage and Part D Landscape file, which provides comprehensive information on upcoming plan offerings, premiums, geographic availability and more for MA, MA-PD and stand-alone Prescription Drug Plans. We've crunched the numbers. Take a look at our full breakdown.
