Annual Enrollment Campaign
New Habits and Behaviors
With the marketplace growing more competitive and the pandemic changing senior shopping behaviors, lead generation in the Medicare Advantage space wasn’t generating the same results. Where before seminars were a reliable source for growing market share, seniors started shopping and enrolling on their own as opposed to talking with someone about their options.
Old strategies weren’t going to work in this new landscape. We completely revisited previous strategies, creating a new approach tailored to how our target market was seeking information. This involved crafting landing pages with educational content that broke down Medicare myths while making it easier to compare plans and navigate the enrollment process.
These individual landing pages also gave us the opportunity to differentiate our regional health plans from the national competition, using imagery, statistics, stories and testimonials specific to an area’s core concerns and interests.
Through an omnichannel strategy, Jump generated 5x more leads year-over-year, increasing marketing-based enrollments between 2022 and 2023 by 22%. Health Alliance exceeded national averages, growing even as other regional health plans saw slower member enrollment.
• Landing pages
• Direct mail
• Lead magnets
• Logo identity
• Content marketing
• Email journeys