Smart Strategy, Human Connection: Mass Advantage Breaks Through
Overview
When Mass Advantage engaged Incept, they were in their second year of providing Medicare Advantage plans to qualifying residents of Worcester County, MA. Incept delivered a complete advertising campaign that combined traditional and digital media to give Mass Advantage an unprecedented open enrollment period.
The Opportunity
Mass Advantage was a new option to the region, competing with long-standing Medicare Advantage plans that are industry juggernauts.
The Move
Incept developed a phased, multi-channel campaign to increase Medicare Advantage enrollments, combinined traditional and digital outreach with creative focused on patient experience. The strategy used
targeted advertising, geofencing, member testimonials, and a custom landing page to drive awareness and conversions.
The Win
- #2 in enrollments for Worcester County
- 9.99k clicks on digital advertisements in the campaign
- 22% CTR over industry standard
Strategy
Develop compelling content and deliver it through a strategic media mix.
Digital Marketing
Digital marketing (including geofenced programmatic advertising and video preroll).
Traditional Media
Traditional media (including television media buy and newspaper/periodical advertising).
Use a phased, multi-channel campaign to maximize exposure and engagement.
Creative Approach
Focus on patient experience in all creative materials.
Blend traditional and digital channels for balanced outreach.
Targeted advertising
Member testimonials
Geofencing
Custom landing page
Enrollments Ranking
Q1 2025 over Q1 2024
Digital Ad Clicks
9.99k digital ad clicks.
%
CTR Performance
22% CTR over industry standard.