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Executive Summary

In 2019, Moving Forward Digital Marketing partnered with a major U.S. health insurance company to enhance its digital marketing efforts for Medicare enrollment. We significantly improved conversion rates through sophisticated audience targeting, dynamic ad formats, and platform-specific optimization across YouTube, LinkedIn, Facebook, display, and search ads. We lowered acquisition costs during this critical enrollment period.

This case study demonstrates our expertise in the complex, regulated world of insurance marketing, particularly for Medicare products, which require specialized knowledge of healthcare marketing regulations and the unique needs of the senior audience segment.

The Medicare Marketing Challenge

The health insurance company faced several critical challenges in their Medicare enrollment campaigns:

  1. Underperforming Conversion Rates Initial campaigns were generating inadequate conversion rates, resulting in higher-than-acceptable costs per acquisition and diminished marketing ROI for Medicare products.
  2. Medicare Audience Targeting Complexity The diverse demographics of potential Medicare enrollees—spanning different ages, income levels, health statuses, and digital behaviors—created significant targeting challenges that standard demographic approaches couldn’t solve.
  3. Cross-Platform Strategy Optimization Each platform (YouTube, LinkedIn, Facebook, display, and search) required unique approaches tailored to both the platform’s strengths and the behavior of Medicare-eligible users on those platforms.

Our Medicare Marketing Strategy

We developed a comprehensive, multi-faceted approach designed explicitly for Medicare enrollment marketing:

Advanced Audience Targeting & Optimization

Competitor-Based Custom Audiences

Developed sophisticated targeting parameters based on competitor website interactions and search behaviors, identifying users actively researching Medicare options, resulting in the lowest cost-per-click and highest conversion rates across all targeting methods.

Dynamic Ad Implementation

Implemented Responsive Display Ads (RDAs) across all campaigns, significantly outperforming static banners in engagement metrics and conversion rates by adapting to different placements and user contexts.

Mobile-First Optimization

Recognized the high percentage of mobile conversions among Medicare audiences and implemented comprehensive mobile optimization, including landing page speed improvements, simplified form factors, and mobile-specific creative formats.

Benefit-Driven Messaging

Developed transparent, benefit-focused creative approaches that resonated strongly with Medicare-eligible audiences, using clear language like "We've got your back. And your eyes. And your ears." to communicate comprehensive coverage in an approachable way.