Project: Medicare AdvantageRole: Campaign Development
HCPNV had grown through a series of acquisitions and as a result lacked a unified brand and awareness in the Southern Nevada market. MassMedia was engaged to help build the brand from the ground up. HCPNV also wanted to aggressively grow their Medicare Advantage patient population which required consistent, integrated marketing efforts to educate seniors about their options.
Strategy & Approach:
Qualitative research conducted by MassMedia among local senior citizens revealed the brand was fragmented and had minimal recall or awareness. The company had little recognition in the community, with its primary competitor serving as the most visible brand in the market. To effectively reach these members, MassMedia designed a multifaceted marketing and communications campaign to inform local seniors about HCPNV’s unique model of coordinated care. This strategic effort brought a cohesive voice to the HCPNV brand while highlighting the company’s providers and the important role they play in serving local seniors. Following that, the agency created and implemented HCPNV’s first full-scale communications and marketing plan targeting Medicare Advantage enrollment. Enrollment initiatives were developed by analyzing the current market share, gathering competitor insights, developing target audience profiles and pinpointing zip codes that had the highest propensity to grow. To ensure HCPNV was fully aligned with the enrollment efforts, MassMedia developed messaging and conducted in-depth training sessions for team members at every HCPNV location, including executives, providers and many other team members. MassMedia has used a variety of tools to reach HCPNV’s core audiences, including media relations, traditional and digital advertising, social media, grassroots and community integration, direct outreach to patients and direct mail.
MassMedia has continued to support HCPNV with Medicare Advantage membership growth over the years and as a result, they have more than tripled their Medicare Advantage membership, experiencing record growth. As a result, they are now one of the largest medical groups serving Medicare Advantage patients in Southern Nevada.