Medicare Advantage provider St. John’s PremierPlus was first into market and sought to be the region’s preferred health plan for Medicare eligible individuals. 

Analytics
Using national data to create a demographic and psychographic profile, household level data was appended to create a market priority index. The index helped shape the go-to-market strategy while complying with regulatory demands prohibiting marketing efforts that result in “cherry-picking” potential members. Also, qualitative research was conducted to learn whom the target would deem as a credible source of information.

Imagination
From the research, a regional celebrity member-spokesperson was identified and is featured in integrated media; including TV, radio, direct mail and collateral. 

Results
Monthly lead generation goals were delivered at a cost-per-lead at or below plan and lead volume met or exceeded plan.