Molina SNP
Challenge
Molina Healthcare offers Medicare special needs plans (SNP) for individuals who have Medicare and Medicaid. These individuals are commonly referred to as dual eligibles. Marketing for this highly diverse audience requires a specialized approach given their unique healthcare needs and socioeconomic challenges. Further complicating matters, the Medicaid eligibility standards varied in the 10 states where Molina offered SNP plans.
Storytelling
To address the limited healthcare literacy challenges of the duals audience, GKV developed a creative strategy to connect with and engage prospects through a simplified delivery of their combined benefits. The messaging was clear and jargon-free, thus differentiating Molina from the other types of plans.
Tactics
The fully integrated, multichannel advertising campaign we created included TV, radio, outdoor, digital and a three-step direct mail campaign. The materials were customized by state and where applicable, featured the state Medicaid card.
Results
Overall membership grew by 10%. The campaign received national recognition by earning a series of prestigious accolades at both the Healthcare Ad Awards and the Aster Awards.
