Medicare DM Campaign

The Customer Is Always Right (and with a 170% increase in response that can’t be wrong)

Even when results are "good," settling for the status quo is never good enough. Analyzing the successful communication stream for Tufts Health Plan Medicare Preferred from the customer's point of view uncovered potential opportunities. First, to address Medicare issues and concerns as the consumer experienced them throughout the annual Fall enrollment period.

Then, to customize messaging: to 64-year-old Tufts members aging into Medicare, to non-converted leads on file, and to general age 65+ prospects.

Customizing mailings lead to 5 drops, each with a double-digit mailing matrix. The effort yielded not just new response heights, but applications in hand, increasing sales by a factor of 170%.

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