University of Michigan Health Plan Breaking Through the ‘New to Medicare’ Clutter
The University of Michigan Health Plan offers Medicare Advantage plans across the state, and it partnered with GKV Health to boost awareness and enrollment among individuals aging into Medicare.
The challenge? UM operates in a crowded marketplace filled with national and regional competitors. For many newly eligible beneficiaries, choosing a Medicare plan is overwhelming — they’re unsure how it works, what it covers, how much it costs, or whether they can trust the company offering it.
A strategic audit of the competitive landscape revealed that most plans relied on similar, education-focused messaging — creating a “sea of sameness” with little to help consumers differentiate one plan from another.
GKV Health saw an opportunity to break through. We developed a fresh, energetic campaign built around humor and relatability — designed to connect with newly eligible Medicare members in a more engaging way. Given the rise in video consumption, we created a dynamic video series that educates while entertaining.
