Indiana University Health Plans

Taking the Lead in Lead Generation

Optimize Direct Response to Drive Preference for Medicare Advantage and Leads in a 9-Week Enrollment Window.

Services

  • Performance Marketing

  • Campaign Concepting & Ideas

  • Omnichannel Campaign Execution

  • Short-form Content & Long-form Content

  • Data & Analytics

  • Performance Tracking, Insights & Optimization

  • Media Planning & Buying

Challenge

With national competitors having large budgets and growing in MA marketshare in Indiana – needed to communicate in a more efficient/effective highly targeted manner, and develop/deliver on an IU Health Plans point of differentiation that would resonate with the 64+ audience – positioning IU Health Plans as the best choice for Medicare Advantage in key Indiana geographies.

Outcome

MERGE developed a comprehensive and integrated direct response strategy – using a multi-channel approach with a test & learn mindset – fully tracked and constantly fine-tuning to reach maximum results. Communications were conceptualized and executed using experienced direct marketing creative resources. With 1st and 3rd party data providing the foundation for segmentation/targeting MERGE, along with data and business intelligence partner Proteus B. I., developed/validated a predictive response model and reverse-engineered a member segmentation study, building off an earlier IU Health segmentation exercise, to better inform the messaging strategy as well as to better understand member LTV and risk.

Results

+193%

of lead goal

In 27 years of marketing, this is the campaign... I am most proud of. To say we delivered a record number of leads is one thing; to say we were 193% to goal is another; But what is flat out amazing is that we achieved this after blowing up a historically high performing campaign in order to truly differentiate a product that had no benefit difference from larger competitors: who offered our providers in their network and out spent us 3:1.

Bill Martin, Executive Director-System Marketing, Indiana University Health Plans

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