For more than 30 years, Lovelace Medicare Plan has been one of the top Medicare plan options in New Mexico. This year, the plan was also expanding its presence into the Tulsa, Oklahoma market. K2MD implemented a cross-platform campaign in both markets that included simple messaging that promoted key plan benefits. Embracing a “less is more” media buy, the campaign utilized 15-sec TV spots, single color print ads, and 30-sec radio to increase frequency during the enrollment period by over 40% from previous campaigns.
Consumers wanted more benefits – and they found it with Lovelace. Membership in Oklahoma increased by 300% from the previous enrollment period. A strong call-to-action in print, radio and TV during the final weeks of enrollment also generated a high response rate.
Micro-targeted direct mail allowed us to customize messages based on specific audience segment wants and needs.
We ran multiple small space, single color print ads spread throughout the publication. Messages were customized for specific markets.