Case Study
A nationally ranked West Coast health system’s Medicare Advantage Plan needed to reach individuals approaching age 65 at scale, educating prospective members on plan-specific benefits while driving awareness, engagement, and enrollment across highly competitive West Coast markets.
The initiative required a coordinated strategy capable of combining traditional and digital channels into a seamless member acquisition experience.
Our team developed and executed a fully integrated acquisition strategy that combined highly personalized direct mail with paid media activation and advanced attribution tracking.
The campaign was designed to create multiple coordinated touchpoints across digital and traditional channels, ensuring prospects consistently encountered relevant messaging throughout their Medicare decision-making journey.
Our team built a scalable direct mail engine powered by data-driven personalization and monthly audience refreshes.
Personalization included:
This approach balanced one-to-one relevance with operational efficiency, enabling ongoing monthly drops without sacrificing targeting precision.
To complement direct mail outreach, the team launched an integrated paid media strategy designed to reinforce messaging, extend campaign reach, and drive prospects toward digital engagement opportunities.
Paid media channels included:
Paid media campaigns were strategically timed alongside direct mail deployments to increase message frequency and create coordinated engagement opportunities across channels.
In a single year, paid media generated:
This multi-channel approach significantly expanded audience reach while supporting stronger engagement and response rates from direct mail recipients.
Our team supported comprehensive tracking and reporting infrastructure to connect offline and online engagement activity.
This included:
The integrated reporting framework provided their Medicare Advantage Plan with clear visibility into which channels were driving calls, website engagement, and enrollment activity.
year-over-year enrollment growth in priority cities
of all inbound calls driven by direct mail
direct mail-driven calls tracked through campaign attribution reporting
website visits driven by paid social, display, video, and search campaigns collectively
year-over-year enrollment growth in priority cities
of all inbound calls driven by direct mail
direct mail-driven calls tracked through campaign attribution reporting
website visits driven by paid social, display, video, and search campaigns collectively
Beyond driving call volume and enrollment growth, the campaign delivered valuable insight into how prospects engaged throughout the Medicare decision-making journey. Attribution reporting revealed that 34% of information kit downloads originated from direct mail recipients, demonstrating the channel's ability to influence both offline and online actions. Direct mail engagement also generated more than 3,500 attributable website visits, further validating the effectiveness of coordinated cross-channel outreach.
The campaign demonstrated how integrated direct mail and digital media strategies can create a connected consumer journey, providing clear visibility into performance while driving measurable engagement and enrollment growth at scale.
