Case Study

CONTENT-RICH MEDICARE VIDEOS PROVIDE GUIDANCE

Content-Rich Medicare Video: The New Age-In Playbook

The process for aging into Medicare is a long, winding road. During this timeline, our target audience has options. Lots of options. Because of the complexity involved, our clients wanted to try something new. The other big factor was that pesky obstacle known as COVID-19. Enter content-rich Medicare video.

They were looking for new ways to offer information to the Medicare eligible audience. An audience who  needs guidance, and may not want to meet traditionally. Thus building a bridge to next steps during a time when sales teams had to be creative.

The tricky thing about selling Medicare to first timers is that many seniors are postponing retirement. Marketers may know when your 65th birthday is, but deciphering more than that is harder. Such as  retirement and enrollment plans. The other tricky element is finding how to  educate first timers as they research online, in a pandemic. So, when Care N’ Care approached us asking, “How can we update our approach for age-ins seeking guidance online?” Our answer was, “easy!”, and … complicated.

We know from Deft Research just how much seniors rely on the internet for information. We wanted to address their questions about Medicare basics  So how could we address these topics in an engaging way to enable sales? Video. Namely, content-rich Medicare video

INDUSTRY
Medicare Insurance

AUDIENCE
Age-In 

WORK
Educational Videos

ENTER (FUN) DIGITAL SELF-SERVE CONTENT rich medicare video

Content rich Medicare video Path

We decided to go down a new path. An accessible path. Developing educational content that would highlight our clients’ keen advantages—their local guidance and support. Content rich Medicare video.

Educational Medicare videos help seniors quickly navigate the many rules, deadlines, and options available to them when they turn 65. And, importantly all this content was self-serve and pandemic-friendly.

AN OMNICHANNEL MEDIA PLAN:
THE SURROUND SOUND TO YOUR EDUCATIONAL VIDEO CONTENT

Our strategy for the age-in audience is “surround them” with an omnichannel media plan. Some of this plan includes 1:1 direct mail and email (for when we know an individual’s birthdate and can communicate specifically about turning 65). It’s also important to offer a balance of digital and social to engage throughout the process. We amplified our direct marketing with  Medicare video content built to support the long process of decision making

A big part of meeting people where they are in their journey is understanding where they go for answers. When researching options independently, seniors are  clicking through to the top search results or they’re finding answers in their comfort zone: on Facebook. We delivered two videos: one that explained some Medicare basics (for those just starting their journey). And one that acted as a “How-To” for plan selection (for those further along in their decision making). Both videos found a home on Care N’ Care’s own “New to Medicare” website, as well as their brand site, and—of course—Facebook.

Content rich Medicare video Heart

Medicare basics:

How-To:

What happened?

In today’s self-serve, digital-heavy environment, people need friendly, engaging ways to interact with a brand, navigate decisions, and feel good about their choices. Educational Medicare videos are helping them do just that.

INQUIRE

Let's talk about your project

Find out how we can help your business succeed. Send us a message, and we'll schedule a time to chat.

More Case Studies

Prom_Yellow
Prominence_Red
Care N Care_Blue
highmark_Red
MMM_Yellow
CNC_Red
Care N Care_Yellow
Fallon_Blue