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Molina Medicare Advantage

Challenge

Molina Healthcare was launching a Medicare Advantage plan in Idaho. Strong brands including multiple “Blues” plans and Humana dominated the market. Consumers had lots of information and were overwhelmed with options. And following a national trend, MA plan switching in Idaho continued to decline.

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.

Tactics / Solution

Leveraging Molina’s commitment to being a caring, mission-driven organization that truly understands the needs of its members, GKV created a campaign that featured a funny, plain-spoken, salt-of-the-earth character named “Isabella” who provided a direct comparison between Original Medicare and a Molina Medicare Advantage plan. The campaign was executed across multiple advertising mediums, including TV, radio, OOH, print, digital and direct mail.

Results

A very successful campaign — achieved 142% of enrollment goal, assisted in generating sales for Molina’s SNP plan, and efforts have led to planning for expansion efforts in other states.

“GKV has helped us become one of the top three fastest growing Medicare Advantage companies in the U.S.”

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Director of Marketing, Independent Practice Association

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“When we introduced our MAPD plan, we needed an ad agency that specializes in Medicare. GKV was that agency.”

Vice President, Insurance Company

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“GKV’s award-winning campaigns are generating a substantial amount of qualified leads.”

Vice President, Insurance Company

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Director of Marketing, Independent Practice Association

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“GKV took the time to learn our business in a way that none of those other agencies we talked bothered to do.”

Vice President Marketing, Insurance Company

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“A key metric for me is cost per sale. GKV brought us efficiency, and they reduced our cost by at least one third.”

Vice President Marketing, Insurance Company

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