Centers for Medicare & Medicaid Services (CMS) and Weber Shandwick
The COVID-19 pandemic caused rates of unemployment not seen in decades — and with it, a staggering increase in uninsured Americans. In response, the Biden Administration announced a special enrollment period for HealthCare.gov that would start February 15, 2021, and provide expanded financial help through the American Rescue Plan so that millions more Americans could afford coverage.
But the newly uninsured were unaware of the new financial help available and often had little or no experience with the website. They didn’t believe they could afford healthcare coverage on their own.
The campaign also targeted chronically uninsured audiences, who were more skeptical. And it also wanted to reach current enrollees to let them know they could save even more on monthly premiums if they reapplied.
It used advanced audience segmentation to further target these major groups with more relevant and resonant messaging and creative, including more than 25 unique segments by individual or family status, gender, income, ethnicity and age. And it developed segments by behavioral and interest-based targeting, optimizing digital and social paid media.
Based on behavioral science research on social norming and self-efficacy, it shaped creative approaches to focus on audience peers, featuring real people who had just found affordable coverage. They invited uninsured peers to see for themselves, “Hey, if I can, you can too.”
The You Can! campaign convinced them, resulting in record-breaking enrollment, with 2.1 million Americans signing up for affordable coverage. And another 2.8 million current enrollees returned to save $50 a month.
Meridian and Pivot Design
Meridian Membership Retention Campaign Helps to Slash Member Attrition
Meridian’s Illinois Medicaid managed care plan was losing between 6% and 9% of its members every month, an attrition rate significantly higher than its competitors. Research revealed that members wanted to hear from their health plans, with tools to help them on their health journeys. This effort used friendly and approachable language to appeal to younger and mobile-first audiences.