A longstanding client, and the largest medical group in Southern Nevada, had experienced significant Medicare Advantage (MA) growth year-over-year with aggressive marketing efforts occurring primarily during the Annual Enrollment Period. With one of the payers making a previously exclusive Medicare Advantage plan open to a competitor’s network, the medical group needed to ensure it would not lose market share. It made the decision to market year-round and maximize the opportunity to grow its Medicare Advantage patient base during the Special Enrollment Period.
Our approach was to first identify the greatest opportunities for growth during the Special Enrollment Period, a period of enrollment for those with chronic conditions on Special Needs Plans, those aging into Medicare eligibility and seniors who recently relocated to the area. We performed extensive research to evaluate the potential patients within each segment, as well as their behaviors. Each audience is in a unique need-state and the creative and messaging needed to resonate. In addition to identifying these areas, we performed focus groups with brokers to further understand the tools that benefited their relationship with their clients during this time of year.
To maximize our growth potential, we utilized a fully integrated approach and developed strategies geared towards each audience segment: Special Needs Plans – Chronic Conditions, Age-Ins, Move-Ins, and Brokers/Agents. An integrated approach was essential to educate the target audience and inform them of the opportunities to learn more about Medicare Advantage. The digital strategies included paid social, display and search advertising to ensure we had an online presence on the same sites they were visiting. We utilized traditional advertising which included print ads in senior-focused publications and localized community-based newsletters. Interacting with seniors through grassroots events and event sponsorships was also a critical component and tactics included Medicare 101 informationals, birthday parties, senior living community gatherings, and doc talks on various chronic conditions. Direct mail was utilized to drive event attendance and inform the audience of the opportunities around enrolling in Medicare Advantage outside of the Annual Enrollment Period.
We also developed strategies geared towards brokers and agents including appreciation and educational events. Custom tools were created to better serve the agents and equip them with the resources needed to promote the medical group and its network of providers.
We met regularly to monitor performance and optimize campaign tactics to yield higher engagement.
Not only did the medical group experience higher growth during the Special Enrollment Period, it built a good momentum heading into the Annual Enrollment Period with campaign performances that exceeded previous years. Of total net growth, 53% was achieved through the Special Enrollment Period and 47% from the Annual Enrollment Period.