Case Study
OBJECTIVES
Promote Geisinger medicare health plans to attract new members by offering richer products and more value-added services. Execute an integrated campaign with messaging that reinforced the care and coverage consumers receive from Geisinger Gold, exceeding annual program objectives in KPIs: IMR (inbound marketing responses), conversion rate increases and cost per reductions.
OPPORTUNITY
The unprecedented change to Medicare created a challenge for Geisinger to drive greater awareness for their plans' services to reach existing Geisinger patients, within proximity to their 65Forward facilities, veterans, diabetic patients, and consumers with the highest level of economic and social vulnerability.
The Vision Media team owned the opportunity to reach and exceed the program objectives and metrics of success using a three pronged approach of pre-heat, AEP, and AEP Last Chance campaigns. The media strategy included planning and competitive insights, brand considerations, audience specific plans and an omnichannel plan:
- Radio and Streaming Audio
- Broadcast TV / Cable (DRTV)
- OTT/Streaming TV
- OHH - Static and Digital
- Digital / Programmatic
- Paid Search
Outcomes
Medicare Annual Enrollment Period (AEP) campaign performance exceeded enrollment goals driven by a strong bottom-funnel execution and efficient top-of-funnel demand.
- Digital Campaigns: Total Conversions for Display, OLV, OTT, and Streaming Audio up 214% YoY with total CPA down 39%.
- Brand Lift Study with statistically significant lifts in Brand Consideration 3%, Ad Recall 3.6% and Brand Awareness 8.6%. CTV lifts landed at 9.1% for Ad Recall and 15.5% in Brand Awareness.
- DRTV campaign generated 62.4% more IMRs and 35.8% more conversions YoY.
- Inbound Marketing Responses (IMRs) resulted in 107% of goal and $21/IMR under goal.
- Final marketing attributable sales +113% YoY and 23% over goal.
OPTIMIZATIONS
- During the programmatic display campaign ad sizes were reviewed against conversions and one identified to be removed.
- Added value achieved in 486 radio spots, equivalent to over $6400.
-
Total Conversions
+214%
Display, OLV, OTT & Streaming Audio (YoY)
-
TOTAL CPA
-39%
Display, OLV, OTT & Streaming Audio (YoY)
-
Brand Awareness Lift
8.6%
-
DRTV Conversions
+36%
YoY
-
IMRs
+107%
of goal
Testimonial
"Vision Media is a critical partner in our go-to-market strategy; they are master strategists, deliver on time, and provide proactive counsel to help us improve at every step."
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