Lovelace Senior Plan introduced new plan options for their Medicare Advantage Plan which included a new HMO-POS plan option. K2MD implemented a multi-faceted campaign that included both pre-enrollment and enrollment messaging to educate Medicare-eligible consumers on the new beneﬁts available through Lovelace Senior Plan. We shot the campaign to look and feel local to separate this offering from the many national competitors in the market. The campaign utilized incentives during the pre-enrollment phase to generate early interest, with messaging provided through TV and direct mail that included variable data and a personalized URL (PURL).
Medicare-eligible consumers continue to love Lovelace. Overall, the plan enrolled nearly 18% more gross new members over the previous year. Response rates for the free incentive (prescription bottle magniﬁer), as well as PURL, exceeded expectations.