Nina Hale (NH) worked with a top health insurance company to create a campaign for its 2018 – 2019 Medicare product to attract, educate, retain, and acquire existing and prospective members. In 2018, Minnesota regulations changed allowing national providers to offer Medicare plans, doubling the competition overnight. The kicker? National players had established national brand awareness and reach, not to mention significant budgets.
NH created a multi-channel media approach to inform and educate, cut through the competition, and position the health insurance company as the leading local voice in Medicare. Channels included TV, site-direct display, out-of-home, print, radio, paid social, native, audio, programmatic display, paid search, and pre-roll video.
Because of Medicare’s Annual Election Period (AEP), seasonality was a key input that required the media to not only work well but also quickly. So the campaign was split into two parts: Pre-AEP to drive broad awareness and AEP to combat competition and drive enrollments.
Not only did the health insurance company retain 80% (goal was 73%) of the current Medicare members, but also increased brand awareness, engagement, and conversions year over year, specifically:
- 276% increase in total Medicare conversions
- 41% increase in overall conversion rate
- 95% increase in direct + organic website traffic
- 86% increase in national organic keywords on page 1
- 7x estimated traditional impressions
- 923% increase in organic social post engagement rates
- 296% increase in Medicare plan selector clicks
The work was award winning – the campaign placed as a finalist for both the US Search Awards and the OMMA Awards.