At the beginning of 2022, a large regional multi-state payor asked Hedy & Hopp to leverage a new brand transformation campaign through paid media to increase brand awareness and engagement, a first for the organization. This was Hedy & Hopp’s first media project with them, and the results from their Open Enrollment season with us led to an opportunity to continue the relationship into 2023.
The payor had a new video asset, intended to drive consideration of the organization as AEP and Open Enrollment time began. As that 2023 Enrollment Period approached, they asked Hedy & Hopp to expand upon the success of the 2022 enrollment campaign to build better awareness and education leading up to and throughout Open Enrollment (ending January 2024). This time, we were asked to include Linear TV, leveraging this new asset.
Hedy & Hopp needed to reach both the Medicare (65+) demographic and the Individual & Family (25–64) market in specific areas. As awareness was still an important part of the 2023 campaign, we focused the first half of the campaign by leveraging the new video asset in YouTube and Meta, supported by display ads and branded search that drove users to learn more on location-specific landing pages.
Since Linear TV was a requirement but mostly geared toward the 65+ audience, we saw this as an opportunity to extend the payor’s exposure in Connected TV, maximizing their reach to the 25–64 market for Individual & Family Open Enrollment. Both TV avenues continued running while the performance campaign launched during the Enrollment Period for both audience groups. Performance included additional funds for non-branded search, and more specific conversion-focused messaging in Meta and display.
Hedy & Hopp needed to reach both the Medicare (65+) demographic and the Individual & Family (25–64) market in specific areas. As awareness was still an important part of the 2023 campaign, we focused the first half of the campaign by leveraging the new video asset in YouTube and Meta, supported by display ads and branded search that drove users to learn more on location-specific landing pages.
Since Linear TV was a requirement but mostly geared toward the 65+ audience, we saw this as an opportunity to extend the payor’s exposure in Connected TV, maximizing their reach to the 25–64 market for Individual & Family Open Enrollment. Both TV avenues continued running while the performance campaign launched during the Enrollment Period for both audience groups. Performance included additional funds for non-branded search, and more specific conversion-focused messaging in Meta and display.
The conclusion of the 2023/24 enrollment periods resulted in improved conversions year-over-year and a $82 average CPA, driven primarily by paid search and display.
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