- Overview
A national health insurance company had a stable Medicare business but lacked a cohesive digital strategy to reach this essential senior demographic. While the Medicare-eligible population was rapidly shifting online, the insurer’s digital presence and engagement tactics needed to be updated.
They engaged MASSolutions to help assess their digital marketing approach and chart a strategic path forward to modernize efforts to acquire, engage, and retain Medicare members through digital channels.
- The Approach
The MASSolutions team employed their proven customer acquisition process, starting with a deep analysis of the health insurer’s existing digital footprint and senior consumer digital behavior and motivations.
Strategic planning sessions were conducted with marketing and product leaders to align on goals, identify gaps, and brainstorm ideas. MASSolutions then distilled the findings into a strategic blueprint to guide the health insurer’s Medicare digital marketing.
The strategy focused on enhancing the digital member experience through website improvements, developing online sales channels, leveraging social media, deploying targeted digital advertising, and implementing analytics to optimize efforts. Detailed presentations outlined the tactical roadmap.
- The Results
Equipped with the comprehensive digital strategy and execution plan from MASSolutions, the insurer was able to revamp its digital marketing targeting Medicare eligibles altogether.
Within a year of launching the new data-driven, senior-friendly digital tactics, they achieved a 20% increase in online Medicare sales conversions and a 15% increase in member digital engagement.
The digital strategy continues to provide a successful framework to reach this vital senior segment online, enabling the health insurer to acquire, serve, and retain more Medicare members.
This case study demonstrates MASSolutions’ expertise in crafting customer acquisition strategies tailored to clients’ target demographics and goals. Their strategic approach and digital marketing savvy drove improved business results for this health insurer, along with many other clients in the healthcare space.
