Case Study
Leading Health Insurer Markets Smarter During Medicare Annual Enrollment
The Client & Challenge
A leading national health insurer wanted to ensure their Medicare Annual Enrollment Period (AEP) advertising campaigns were effective in reaching Medicare consumers and those about to enter the Medicare market. With steep Medicare competition from other health insurers, a limited campaign footprint, and lower-than-desired brand and offerings awareness, they needed some serious intel to remain competitive and maximize their marketing spend year over year.
The Solution
The DRG designed a robust, multi-year ad tracking program to fuel this health insurer’s AEP strategy, as well as inform their Medicare AEP marketing budget and media plans year over year. The program monitored campaign effectiveness and overall brand health, tracking critical KPIs such as brand awareness and perceptions, enrollment/purchase consideration, customer retention, and recall of campaign messages.
With such a niche target audience, we got creative with how we approached our research, data collection, and analysis. By sequencing our research plan according to cost vs. impact, we were able to balance our clients’ budget while providing added value.
We also used multiple analytical techniques to understand campaign performance and progress toward KPIs. In addition to evaluating the typical competitor positioning and brand funnel metrics common to advertising research, we also developed a brand equity scale to better understand what “good” performance was and set success benchmarks.
The Wins
As a result of the key campaign performance insights gleaned from this study, this health insurer is consistently better equipped to evolve their media plan year over year and establish success benchmarks for future campaigns.
They can track campaign progress more efficiently and make informed, strategic decisions on budget spend long-term. Additionally, insights from this study help them modify their messaging as necessary to best resonate with their target audience during any given year.
Overall, the health insurer’s marketing team is much more empowered to make data-driven decisions during their enrollment period to drive brand awareness, consideration, and purchasing.
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