Driving Membership Growth with Targeted Marketing Campaigns

Introduction

In a competitive health insurance market, MERGE faced the challenge of expanding the under-65 member base across distinct segments. This required crafting cost-efficient yet impactful tailored messages to successfully engage diverse groups for a successful OEP.

With over 23 years of partnership, our client turned to MERGE to navigate this task. Throughout this collaboration, MERGE has consistently delivered on creative design, localization, direct marketing, direct response advertising and video / audio production, helping maintain brand awareness and launch 12 targeted campaigns.

Challenge

During OEP, our goal was to design cost-effective, micro-targeted campaigns focusing on 12 distinct audiences to generate leads. This required our team to strategically balance broad brand messaging with highly personalized outreach efforts. We tailored our approach to cater to a diverse audience, including budget-conscious members, self-employed individuals, late enrollees, and many others.

To accomplish this, our teams focused on:

Effectively reaching across multiple segments: Targeting varied demographic groups within a crowded and competitive market with relevant messaging.
Applying nuanced marketing and messaging: Focusing strategies and messaging to the unique behaviors and characteristics of each segment
Maximizing ROI through cost-efficient, tailored approach: Achieving a strong return on investment through efficient resource allocation and optimizations.

“Last year was extremely busy for us, with numerous campaigns and tight timelines. MERGE's nimbleness allowed us to hit the market on time. Their messaging, creatives, and campaigns resonated deeply with consumers, driving them to take action.

Outcome

MERGE's hyper focused, data driven strategies and execution yielded strong results:

Enhanced campaign performance: Continuous analysis and optimization ensured the campaign remained effective and adaptable to changing conditions or insights.
Extensive and complex creative deployment: Launching 745 versions of campaign creative to address the diverse needs of various demographics, ensuring relevance and resonance.
Sophisticated tracking: Our use of unique tracking mechanisms including 200 unique phone numbers and 105 vanity URLs enabled precise monitoring and strategy refinement.

Results

MERGE’s expertise led to a significant increase in telesales and digital leads, reflecting the campaign's robust multi-channel engagement capability. By optimizing marketing efforts and focusing on micro-targeted campaigns, we reduced costs and catered to different segments leading to greater engagement and conversion.

"Our partnership with MERGE has been incredible, and we look forward to another year filled with fresh, innovative, and high-quality work. I hope they are as proud of the campaigns as we are."