Elderplan: AEP
A local plan in the big city.
Challenge
Elderplan, a member of MJHS Health System, is a small, not-for-profit health plan that provides a variety of coverage for Medicare and/or Medicaid beneficiaries living in New York City. Strong national brands have dominated the market and continue to grow. Elderplan was losing market share.
Challenger Brand Solution
Symbols of Re‑Evaluation
While the competition continued to leverage their heavy advertising budgets to attract “switchers” from other Medicare Advantage plans, the Molina advertising campaign focused on one powerful primary message to target a narrow audience that consisted of Medicare beneficiaries who were not eligible for Medicaid because they exceeded FPL guidelines. Many of these people signed up for Original Medicare, but had never purchased a Medicare Advantage to supplement or enhance the benefits offered under Medicare. Many times this audience was confused about their options and did not understand the differences between Original Medicare and a Medicare Advantage plan.
Storytelling
GKV took Elderplan hyperlocal, relying on their long history and connection to the different boroughs, their understanding of the culture and values of each one, and a strong community outreach program to create meaningful connections with people in the neighborhoods.
Tactics
This proud, authentic and locally based campaign was executed in multiple advertising mediums including TV, OOH, print, digital and direct mail. The advertisements were customized by borough and also included Spanish customizations.
Results
The campaign provided Elderplan with a brand refresh. Market share grew in one of the most competitive areas in the country. Community outreach teams noted advertising was seen by prospects and helped increase traffic to locations. The TV spots were produced in a manner that allowed them to be used year-round.
