Our client, DUOS, had the opportunity to pilot its service, a technology that connects older adults with untapped supplemental benefits provided by their Medicare Advantage plans, with a national health insurance provider. The insurance provider set a goal for DUOS to convert at least 5% of a designated population of 4,000 diabetic members in a specific set of counties within a 6 month period. With an aggressive goal in place, DUOS turned to Hedy & Hopp to devise a scalable marketing program that could help them reach, engage and activate program members.
We developed and launched a comprehensive patient acquisition strategy for Owensboro Health’s five urgent care locations. The strategy aimed to highlight the unique value of these centers, such as the ability to indicate a patient is “On My Way” and the comprehensive urgent care services availability of virtual visits. Our campaign utilized a multi-channel approach, including Meta (Facebook and Instagram), Google Search, Google Local Listing Optimization, print and digital regional publications to reinforce Owensboro Health’s local ties within the region. These channels were chosen to effectively drive patient traffic to the urgent care centers while showcasing their distinctive benefits. To ensure the campaign’s success and alignment with Owensboro Health’s business objectives, we also created a robust dashboard to track and analyze key performance indicators (KPIs).
Because Owensboro Health’s five urgent care locations are relatively close to one another, and factors like crossing the river can influence residents’ travel decisions, detailed geotargeting was layered across key channels. This approach allowed the budget to be used more effectively and ensured that urgent care location information was delivered to the target audience.
The two plans, engagement and implementation, gave DUOS a clear and simple road map to follow for their pilot program.
The engagement plan provided DUOS a deeper understanding of their target audience and how to best deliver relevant, motivating messages that would move them down the journey and to enrollment. It also set out a straightforward channel strategy to ensure the messages reached the target audience and defined success at each stage.
The implementation plan built upon the engagement plan, with an eye towards activation, by dividing the target audience into salient cohorts and built a deployment cadence and scheduled touchpoints that would give DUOS the best means to track performance and manage all signup requests. It also detailed how the program would easily integrate into the existing technology infrastructure without interruption.
DUOS was able to surpass its engagement targets for the given population. Furthermore, these two plans were so thorough that the client used them as templates for additional pilot programs DUOS participated in.
The team at Hedy & Hopp really took the time to understand our existing martech infrastructure and the unique aspects of marketing within the Medicare Advantage space. Because of their thoughtful and comprehensive approach to journey planning, I’ve been able to leverage this work across a broad book of clients and exceed activation targets.”
Hannah Byam, VP Marketing, DUOS
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