By recognizing the exponential boost in older Americans’ adoption of online technology, Schifino Lee Advertising & Branding helped Tampa –based WellCare Health Plans drive traffic and generate leads for their Medicare Advantage Plans, while also supporting sales channels and online enrollment.
The e-marketing strategy initiative was the product of a 7 month long project, which included a comprehensive breakdown of how internet-savvy the audiences for Medicare health plans are.
First, Schifino Lee studied the behavior and tendencies of Americans aged 65 and older; analyzing the good, the bad and the ugly of the “online enrollment web experience.” This analysis paired with calculated Search Engine Marketing, Lead Generating Media Placement and Comprehensive Web Content propelled Schifino Lee’s development into a fully trackable e-marketing plan.
Schifino Lee and WellCare crafted banner ads, e-blasts and keyword searches that drove over 240,000 web users to content- and art-rich microsites that launched on October 15, 2010, and ran until December 31, the end of Medicare open enrollment. Schifino Lee isolated 9 reasons to choose a WellCare Medicare Advantage Plan and made banner ads and microsites for each. Each one provided both a user-friendly online enrollment experience and tracking metrics that strengthened WellCare’s sales channels and conversion rate.
“It’s not just Generation Y utilizing the web anymore; now we see our parents and even grandparents turning to the internet for news, health information and entertainment ,” said Bryan Schulis, Account Coordinator of Schifino Lee who helped manage the campaign on a day-to-day basis. “There is no better way to connect and channel consumer interest than with integrated e-messaging for the benefit of our clients.”
By encouraging and harnessing the older demographics’ budding internet usage Schifino Lee has successfully bridged the gap between consumers in-need and valuable services.