Project Description

Enrollment Program Boosts Conversion Rate 10-Fold

Client: Blue Cross and Blue Shield of Michigan

With lagging individual member Medicare enrollments, Blue Cross and Blue Shield of Michigan (BCBSMI) was looking for a more robust initiative to encourage current individual plan members aging into 65 to transition to a BCBSMI Medicare Advantage plan.

As boomers are aging into 65 they are not exhibiting the same level of brand loyalty characteristic of their parents’ generation. They receive a barrage of information about a year before their 65th birthday from competitors.

Our strategy for improving results for BCBSMI included:

  • Communicating with members about the Medicare transition earlier than 120 days out
  • Incorporating a warmer tone and connecting directly with member
  • Positioning the change to Medicare Advantage as an easy and automatic transition
  • Including more information about the preferred Medicare Advantage product and its benefits as well as alternative Blue option
  • Integrating a multichannel approach including Direct Mail, Outbound Telephone and Digital

The revised creative incorporated a combination of Blue branding and direct response best practices resulting in communications that are easy to read and understand and instill a sense of confidence in BCBSMI and the automatic enrollment process.

RESULTS: The Automatic Enrollment communications are generating a 10-fold increase in conversion with 50 to 60 percent of individual plan members transitioning to a Blue plan.


Get Through to the 65+ Market