CASE STUDY: MEDICARE INSURANCE

A national provider of Medicare plans wanted to increase the number of enrollments in a regional market of the Southern United States. Given the nature of the industry, the key market is a segment of consumers who are 64 and 9 months old.

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CHALLENGE:

 

Medicare Insurance and Medicare Advantage plans have become a hyper-competitive space where prospects are mailed, telemarketed, and targeted with television, print, and radio ads. This approach has generated some results, however, proving the efficacy of this type of marketing is virtually impossible. When the provider heard about one-to-one digital targeting and match-back analysis, they were excited to try the ad technology and see.

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APPROACH:

 

The insurance company used IP audience targeting technology, and targeted the key market for three months, up until their 65th birthday. This campaign utilized direct mail and layered a flight of IP targeted digital ads to increase campaign effectiveness. Despite the crowded marketing channels, the campaign was able to cut through the noise and deliver the insurance company’s relevant and timely messaging.