Scope

Strategy, development, and deployment of a comprehensive, multi-channel advertising campaign. Deliverables included print collateral, digital ads, grassroots community efforts and custom-developed landing pages.

Objective

Increase HCPNV new patient enrollment during Medicare’s “off-season,” – the Special Enrollment Period – by raising public awareness of qualifying factors.

Overview

In order to stand apart from the crowd, we spoke to seniors in a different way. We recognize that today’s “senior” bears faint resemblance to the traditional, silver-haired senior so commonly portrayed in advertising circles. Our messaging conveyed the relevant information in a fun, tongue-in-cheek manner with a “you’re only as old as you feel” attitude.

Magazine & Newspaper Ads

Voracious readers, today’s seniors still like the visceral experience of sitting down with a coffee and opening up the morning paper. Our ads were strategically placed in publications senior readers enjoy, the youthful and optimistic voice of the campaign garnering new levels of attention for the important enrollment message.

Print

With over 50 clinics in Southern Nevada, dozens of print pieces were developed to serve the needs of patients and HealthCare Partners teammates, then deployed to each site personally by our team, who worked closely with the providers to ensure proper deployment. Direct mail, a channel effective at reaching older audiences, made up a significant portion of our print marketing efforts as well, with various postcards announcing special events and information on a weekly basis.

Digital

As seniors are ever-faster adopters of mobile platforms, a strong digital presence was necessary for an effective outreach. Geo-targeted display ads, designed with senior eyes in mind, were deployed with surgical precision, directing leads to custom developed landing pages for each individual enrollment funnel; Age-Ins, Move-Ins, and Special Needs Plan patients.

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