CommunityCare Case Study: Increased Senior Health Plan Leads

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With the fourth quarter of every year comes the enrollment period for Medicare and Medicare Advantage plans. CommunityCare partners with AcrobatAnt to ensure that the company’s Senior Health Plan options are top of mind when enrollment begins.

The Challenge

How does CommunityCare, an Oklahoma health insurance provider, increase leads and applicants for its Senior Health Plan (a Medicare Advantage Plan) in a market with stiff national competition—such as United HealthCare, Humana, and Blue Cross Blue Shield—and in the midst of a pandemic?

A mock-up of a webpage on a laptop and social media graphics for Community Care designed by AcrobatAnt.

The Solution

The short answer: by differentiating itself—touting its locally owned coverage and benefits (CommunityCare is owned by two local, faith-based hospital systems) and building awareness and preference in key Oklahoma counties.

Planning for 2020 occurred late 2019. Execution of the plan was underway when the pandemic began in March 2020. This meant the end of in-person seminars— the primary lead-generation tool that had been very successful in years past. AcrobatAnt worked with CommunityCare to quickly adjust the 2020 plan to ensure we could still reach, educate and build preference among the target audience: those turning 65 within 2020 and those who would be eligible to change plans during the fall open enrollment period.

Marketing materials for Community Care designed by AcrobatAnt.

The Solution

Utilizing a mix of broadcast, target direct mail, targeted email, social media, digital display, rural print publications and outdoor, the campaign was successful:

Applicants during 2020 exceeded the initial goal.
April through mid-June 2020, the CommunityCare call center had more than 500 phone calls.
15 enrollment forms downloaded from website.

The 2021 plan maintained most of the 2020 plan elements, with updated messaging based on findings from the 2020 campaign.

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