A Winning Strategy to Connect Parents with Lactation Care Through Obstetricians and Pediatricians

The Challenge

A shifting privacy landscape and market uncertainty made reaching high-intent buyers increasingly difficult.

Farm Bureau Health Plans (FBHP) of Tennessee is a health-based plan provider that Hedy & Hopp partners with to market their two key product lines: Medicare Supplement (65+) and Individual & Family plans (under 65), each serving a distinct audience with unique needs and decision timelines. As the organization looked to deepen its market presence and accelerate growth, the goal was to increase Marketing Qualified Leads (MQLs) across the two product lines. In order to achieve this, we needed to tailor messaging to reach more targeted audiences within each product line. The shifting privacy landscape also required all tactics and measurement strategies to be HIPAA, FTC, and state privacy law compliant.

For the O65 audience, Medicare Advantage’s dominant share of the Medicare search landscape put pressure on organic visibility, causing us to rethink how paid media could capture high-intent users actively evaluating their options.

For the U65 audience, national uncertainty around ACA subsidies was reshaping the coverage market, creating a challenge and an opportunity to reach customers at pivotal decision-making moments.

The Solution

H&H deployed audience-first messaging and geographic expansion to capture high-intent buyers.

While FBHP had historically focused on rural markets across the state, demographic shifts and changes in the health insurance landscape signaled that the greatest opportunity for growth was in urban areas. As a result, H&H guided FBHP to expand its geographic focus, while also recommending print and digital display to supplement their campaigns in smaller, rural markets where those formats consistently outperformed other tactics.

Within each audience, H&H developed subsegments to understand the distinct motivators driving the groups and used those insights to craft tailored messaging and creative that resonated and built trust with FBHP’s diverse Tennessee market.

O65: Medicare Supplement:

Today’s 65+ consumer is not the senior of the past and cannot be treated as such. Active, tech-savvy, and mobile-first, they need healthcare plans that fit their lifestyle, not restrict it. This audience needed messaging built around personal control. That insight drove the top-performing creative headline: “Medicare Supplement Plans that Fit Your Lifestyle.”

H&H also restructured how FBHP thought about timing for this demographic. Research revealed that the O65 audience doesn’t begin seriously investigating Medicare options until close to the Annual Enrollment Period. That information prompted H&H to build pre-enrollment and educational campaign arms earlier in the year, proactively priming the market before the AEP spike.

On the media side, shifts in the broader Medicare search landscape created new pressure on organic visibility. H&H responded by adjusting paid search targeting to capture qualified, high-intent users who were actively evaluating Medicare decisions, ensuring FBHP stayed present at the key moments.

U65: Individual & Family:

The under-65 consumer is navigating a health insurance market in flux. They are cost-conscious, platform- native, and making coverage decisions based on lifestyle fit as much as price. As the national ACA subsidy debate caused market volatility, H&H expanded the strategy to reach consumers who were actively reconsidering their coverage options, prioritizing the markets where the opportunity was greatest, and positioning FBHP’s Individual and Family plans as the clear alternative. We implemented an audience-first messaging strategy, delivering targeted, lifestyle-driven creative on the platforms where this audience actually lives, including Meta and Snapchat. Differentiation became the driving force behind the entire U65 approach.