DIRECT RESPONSE CAMPAIGN
Getting the word out to help Texans get the most from Medicare
The Medicare Improvements for Patients and Providers Act (MIPPA) was designed to increase access to healthcare services and expand Medicare coverage for its beneficiaries. As a result, Texas Health and Human Services was granted funds to improve education and support for eligible Medicare beneficiaries residing in Texas.
Our Assignment
Steel was tasked by Texas Health and Human Services with developing and executing cost-effective outreach strategies to reach and inform eligible Medicare beneficiaries across the state of Texas, with particular emphasis on vulnerable populations, such as rural areas’ residents, low-income populations, and bilingual individuals.
CLIENT:
RESULTS:
47
M+
Impressions Delivered – Nearly 2X the 26.5M Planned
52
Local Partnerships Freely Distributing Collateral
Here’s how we did it
The first step was conducting target audience research to determine the messaging that would motivate them to explore their coverage options fully. The study revealed that most respondents tried to avoid thinking about Medicare because they were overwhelmed by the vast amount of information available and found it difficult to access services.
To address this challenge, Steel developed a strategy to connect the target audience with underutilized state-funded benefits counselors. The team named this initiative the “Texas Medicare Helpline.” With the helpline at the center of the campaign, Steel built relationships with local organizations and media partners to drive engagement. The media mix comprised paid, owned, and earned media channels in both English and Spanish, with a statewide and rural focus. The campaign directed people to the website and 1-800 number to access human assistance. Steel tracked progress regularly and shared results in an easy-to-understand format.
Tactics
- Target Audience Research
- Communications Plan
- Social Media Content
- Paid Google Search Ads
- Paid Facebook Ads
- Paid YouTube Ads
- Helpline Billboards
- Broadcast TV & Radio PSAs
- TAB’s Public Education Partnership Program (PEP)
- Bilingual Partner Outreach
- Partner Marketing Kit
- Collateral
Results
Because of partnerships and media contributions, the campaign was extremely efficient. Steel obtained more than 50 partnerships with local organizations that freely distributed our marketing materials, including the AARP, the Texas Department of Insurance, and 25+ physician practices. In total, Steel obtained more than 47 million impressions — much greater than the 26.5 million impressions that were planned.
