top of page

Case Study

Driving Medicare Advantage Growth Through an Integrated Enrollment Strategy​

​

Company: Cedars-Sinai Health System

​

Project: Medicare Advantage Annual Enrollment Period (AEP) Campaign

$41M Revenue Generated
2,000+ New Acquisitions
$91K Campaign Cost Savings
500+ Additional Prospective Members YoY

Situation

Cedars-Sinai was preparing for Medicare's highly competitive Annual Enrollment Period, requiring a comprehensive member acquisition strategy capable of reaching multiple audience segments while navigating strict regulatory requirements, compressed timelines, and significant market disruption.

​

The campaign needed to engage aging-in Medicare beneficiaries, prospective switchers, caregivers, existing patients, brokers, and community stakeholders while clearly communicating Cedars-Sinai's value proposition within an increasingly crowded Medicare Advantage marketplace.

​

Compounding the challenge, the campaign launched amid significant health plan changes and membership volatility across the Southern California market, increasing the need for highly targeted and effective outreach.

Objective

Develop and execute an integrated Medicare Advantage enrollment campaign that would:

​

  • Increase awareness among Medicare-eligible consumers.

  • Drive enrollment consideration and application activity.

  • Support membership acquisition and retention goals.

  • Strengthen broker engagement and referral activity.

  • Deliver a consistent message across all consumer and professional touchpoints.

  • Maximize performance despite budget and timeline constraints.

Actions

  • Architected and led an integrated Medicare Advantage growth strategy spanning consumer acquisition, broker engagement, provider alignment, educational outreach, and member enrollment initiatives.

  • Developed segmented audience journeys targeting aging-in beneficiaries, caregivers, plan switchers, and existing patients to improve engagement and conversion.

  • Directed multichannel campaign execution across email, direct mail, social media, digital advertising, landing pages, educational content, and enrollment resources.

  • Established broker engagement programs and sales enablement strategies that expanded referral opportunities and strengthened relationships with Medicare-focused distribution partners.

  • Designed and promoted Medicare educational webinars and community-based outreach initiatives that increased consumer awareness, addressed enrollment barriers, and generated qualified enrollment opportunities.

  • Produced a comprehensive Medicare decision-support toolkit and enrollment content ecosystem to guide prospects through complex healthcare decisions.

  • Collaborated with executive leadership, managed care, analytics, compliance, and population health stakeholders to align marketing strategy with organizational growth objectives.

  • Utilized performance analytics and audience insights to continuously optimize campaign effectiveness and enrollment outcomes.

Before: Fragmented Enrollment Outreach

  • Multiple Medicare audiences required different messaging and engagement approaches.

  • Enrollment communications were challenged by compressed timelines and evolving market conditions.

  • Health plan disruptions increased competition for prospective members.

  • Limited budget required careful prioritization of high-performing channels.

  • Consumers needed greater education to navigate increasingly complex Medicare choices.

After: Unified Member Acquisition Strategy

  • Audience-specific messaging delivered across coordinated marketing channels.

  • Consistent enrollment journey from awareness through application.

  • Enhanced broker support and referral engagement.

  • Improved consumer education through targeted content and decision-support tools.

  • Integrated campaign reporting and optimization framework.

  • Stronger alignment between marketing, managed care, analytics, and stakeholder teams.

Results

  • Contributed to $41 million in Medicare Advantage revenue through member acquisition and enrollment growth.

  • Generated 2,000+ new annual members.

  • Increased prospective member engagement by more than 500 year-over-year.

  • Reduced campaign expenses by $91,000 year-over-year through channel optimization, resource prioritization, and efficient campaign execution.

  • Successfully executed a fully integrated multichannel campaign spanning direct mail, email, digital marketing, broker outreach, webinars, community education, and enrollment support.

  • Established a scalable enrollment marketing framework supporting future acquisition, retention, and member engagement initiatives.

Key Competencies Demonstrated: Healthcare Marketing, Medicare Advantage, Annual Enrollment Period (AEP), Consumer Acquisition, Member Engagement, Integrated Marketing Campaigns, Audience Segmentation, Direct Mail Marketing, Email Marketing, Digital Marketing, Landing Page Optimization, Broker Marketing, Marketing Analytics, Customer Journey Development, Stakeholder Management, Healthcare Growth Strategy

bottom of page