DIGITAL TARGETING TO BOOST MEDICARE ENROLLMENT BY PHONE

With an enrollment deadline fast approaching, iCare needed to quickly boost enrollments for its new OTC benefit card program. Responsory’s strategic digital campaign and custom landing page solution successfully drove phone enrollments, converting qualified leads just in time.

iCare Independent Care Health Plan, one of Wisconsin’s Medicare Plan HMO D-SNP providers, faced a significant challenge in boosting enrollments for their new OTC benefit card program before the looming September 30 deadline. Their primary objective was to reach eligible prospects who have both Medicare and Medicaid benefits and encourage them to enroll. However, their target audience preferred enrolling by phone, which presented several hurdles:

1. Preference for Phone Enrollment: The target audience’s strong preference for phone enrollments meant that traditional digital lead generation tactics might not be as effective.
2. Engagement and Conversion: Ensuring that digital touchpoints effectively captured the audience’s interest and converted it into phone calls required a strategic approach.
3. Awareness Building: The new OTC benefit card program needed heightened awareness among the eligible prospects within a limited timeframe.
4. Urgency: Communicating the urgency of the enrollment deadline and the benefits of the new program in a clear and compelling manner was crucial.

To address these challenges, Responsory developed a comprehensive digital strategy utilizing Smart Zones for audience targeting and display advertising. This approach was paired with a newly designed landing page optimized for phone enrollments. Key elements of the landing page included:

• Utility: A pre-qualifying statement and enrollment deadline date to create urgency.
• Masthead: A prominent and “sticky” toll-free number, call-back link, and special gift card offer.
• Hero Section: Three rotating images featuring real members, highlighting the new OTC benefits and enrollment deadline.
• Questions Tab: A pop-up encouraging visitors to call a benefits consultant with questions.
• Body Modules: Focus on the $1,440 OTC benefit with images of the OTC card, retail logos, and meaningful icons.
• Call-Me-Back Form: An option for visitors to request a call back at their convenience.

This seamless integration between the Smart Zones banner ads and the tailored landing page was crucial for driving qualified traffic and encouraging phone enrollments.

The targeted digital campaign successfully generated a significant number of qualified leads. The tailored landing page, with its strategic elements, facilitated higher engagement and conversions, leading to a notable increase in phone enrollments for iCare’s new OTC benefit card program. This integrated approach demonstrated the effectiveness of using specialized digital strategies to meet specific enrollment goals within tight deadlines.