MHP’s Special Programs Support MI Medicaid Families
2021 Medicaid Communications Plan
July – November 2021
Needy families across Michigan rely on Medicaid, and with the uncertainty of COVID-19 continuing into 2021, MHP needed to position itself as a reliable service provider option. Between core services and special programs offered, MHP Medicaid should have a solid footprint amongst enrollees and brokers throughout the state.
Services Performed
Planning
Creative
Messaging
Media Buying
Social Media
Digital Display
Paid Search
Content Marketing
Problem
Between auto-enrollments accounting for the majority of current membership and continued confusion between the health plan and the hospital, MHP required a communications strategy for Medicaid, specifically. With a starting market share of 11.5% of all Michigan Medicaid enrollees, MHP has a tremendous opportunity to increase voluntary enrollees and decrease disenrollments amongst current members.
Strategy
MHP utilized recruitment and retention outreach strategies to build top-of-mind awareness and loyalty amongst current (and potential) enrollees. Positioning MHP as a leader in Medicaid offerings and outlining services and special programs for members will drive voluntary enrollment and bolster brand awareness. In addition, aligning target audiences in strong MHP footprint geographies, with the right messaging and communications tacts will help establish recognition.
Tactics
https://vimeo.com/674879675/99e64585bfhttps://vimeo.com/674879686/2048b5e97d
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Digital Display •
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Digital Display •
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Content Marketing: Vaccinations
Content Marketing: Women’s Health
Media Schedule
Results
Voluntary enrollment
INCREASED 4% YEAR-OVER-YEAR
PINNACLE AWARD WINNER
for McLaren First program
764,401
engagements
Added value:
$19,924
14,086,671
total campaign impressions
Website traffic
INCREASED 46%
During July-November, with 50% being “new” users.
Focused audiences were
REACHED 4X
on average through social media
Audience targeted display drove click-through rates that were
85% HIGHER THAN THE BENCHMARK
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State of Michigan
Materials Update
Infinnies
Program