Kaiser Permanente was looking to break away from its national marketing campaign to better localize the message that it was the only Medicare Advantage plan provider in Colorado that received a 5-Star rating in 2020. This was an especially important message at a time when we were living through a global pandemic and the world was in need of better healthcare.
COHN developed a localized campaign featuring real-life patients who were actively enrolled in the Medicare Advantage plan. We visited these patients’ homes and set up interviews to learn more about their experiences with the Kaiser Permanente system, why they loved it, and how the 5-Star rating enabled them to receive the absolute best healthcare around. In turn, they were all living very full and vibrant lifestyles, knowing they were backed by the Kaiser Permanente system. This campaign launched during 2020’s annual enrollment period and the goal was to ensure the rest of the market understood why the 5-Star rating was so important. Driving new members to the Medicare Advantage Plan was key.
The local Kaiser Permanente Colorado marketing and communications team was thrilled with the way our campaign came to life. It felt true to the Denver metro area and brought a sense of liveliness to an otherwise stale campaign. Our paid digital campaign drove 51,030 people to the 5-Star life landing page, and visitors spent an average of 3 minutes and 43 seconds on the page learning about the Medicare Advantage Plan. Our TV commercial drove 120 calls (leads) to program office headquarters to enroll in the plan.
