MHP Has Entered the Conversation – MA Marketplace
Medicare Advantage – Coming Soon Campaign
August – October 2021
2021 brought an exciting new opportunity for MHP, as they officially entered the Medicare Advantage Marketplace. This was an opportunity for MHP to diversify distribution channels while remaining focused on geographic/populations where infrastructure can be leveraged. Dedicated outreach to the Michigan agent base, existing and potentially “new” members, and emphasizing areas with existing relationships and hospitals were key to the introduction of MHP’s plan.
Services Performed
Planning
Public Relations &
Distribution
Creative
Messaging
Media Buying
Social Media
Digital Display
Print
Outdoor
Problem
With new opportunity comes built-in issues; MHP’s MA plan is new to consumers, agents, and existing partners, with the Medicare Advantage market being deep with competitors who offer unique plan designs with established infrastructure. Additionally, CMS limitations hinder direct conversations surrounding benefit structure, cost-sharing, measurements, and ranking standards.
Strategy
MHP developed a comprehensive outreach and communications plan with multiple partners and platforms considered. Entering the deep field of MA plans in Michigan means building on the existing base MHP has; building top-of-mind awareness and excitement amongst current (and potential) enrollees, agents, and partners. “Coming Soon” leading up to the official launch during open enrollment meant tactfully raising awareness of the change(s). Paid media in prime communities, social/digital engagement, press consideration, and a broker-focused strategy will allow MHP to seamlessly enter the marketplace and bolster membership opportunities.
Tactics
Media Alert; Press Announcement •
Visit Now
Outdoor Bulletin •
Download Now
Outdoor Poster •
Download Now
Print Ad •
Download Now
https://vimeo.com/675522608/0a3ce41e6bhttps://vimeo.com/675522237/836c60067b
Social Videos•
Download Now
Social Media Graphics •
Download Now
Digital Display •
Download now
Digital Display •
Download now
Results
$36,925
Added Value
14,533
engagements
10,871,094
total campaign impressions
Display ads produced click-through rates
87% HIGHER
than the benchmark
Women 65+ drove
60% OF CLICKS
See more
Vaccine
Social Campaign
Pints and Plans
Events