Case Study
Objectives
There were several goals for the Annual Enrollment Period (AEP) campaign for 2024 which ran from 9/1/23 – 12/7/23. Product focus shifted from PPO to HMO with a primary goal of driving calls. Competitors more than doubled from the previous year.
The goal set was for 19k+ Inbound Marketing Responses (IMRs) with a plan to convert to net new January enrollments of over 4,000. The primary CTA drove calls to inside sales with the promotion of HMO products only, to support the Enterprise deemphasis of the PPO portfolio. In addition, we needed to focus on the Dual Eligible Special Needs Plans (D-SNPs) portfolio and their 65 Forward program in key targeted counties including expansion counties.
Opportunity
We were tasked with generating high-volume, high-quality IMRs. We took an omnichannel approach, leveraging 2023 learnings, data, and insights from the sales team.
Our strategy maximized ad placement from 10 am to 3 pm during call center operating hours.
Pre-heat media was a focus, starting with low-level messaging before increasing intensity. Fixed programming and prime/sports slots were avoided to lower ad costs and be more effective.
The Vision Media strategy supported awareness and conversions buying OTT, DRTV, Paid Search, Display, OTT, Pre- Roll, Paid Social, and OOH. Our media team managed all setup, auditing, and optimizations.
Outcomes
Improved digital experience and performance contributed to 33k+ web sessions and 9,000 new users.
- IMRs reached 13% over goal.
- January enrollment was 18% over goal.
- Membership growth actual came in at 4% over goal.
- DRTV calls increased 85.5%.
- Paid Search outranked competitors 33 – 42%
- Bing: Highest CTR - Branded keywords 21.8%
- Google: Highest CTR – Urgency message 21.9%
- OTT provided over 6M impressions with over 3,500 clicks and a 95% view completion rate.
- Display received over 12M impressions.
- Pre-Roll averaged .2% CTR and above average VCR at 81%
- OOH units provided over 29M impressions that included 3M+ bonus impressions.
Optimizations
The Vision media buying team was tasked with mid-campaign adjustments for a disruptor campaign on Paid Social, which we launched within 5 business days. We also provided an agile response to unplanned work with an increased D-SNP prospect list which we put into market in 10 days.
The best CTA was quickly determined and optimized for increased conversions.
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January Enrollment
18%
Over Goal
-
Membership Growth
4%
Over Goal
-
12 Million+
Impressions
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IMRs Reached
13%
Over Goal
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Paid Social Phone Conversions Outranked Competitors
46% - 76%
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DRTV Calls Increased
85.5%
Testimonial
"Small is the new big. Vision Media isn’t a giant global agency with offices in NYC, but Steve and his experienced team are big for Geisinger in every way I could ever ask."
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