CenterWell Primary Care Organization's (PCO) strategic objective was to drive new patient leads and ultimately conversions.
The key performance areas were measured by multi-channel campaign performance each tied to specific KPIs per channel. In most cases, the marketing campaign was designed to generate leads, which were then qualified via phone or live contact. Leads were measured on a market basis.
The campaign was launched in September 2023 to coincide with the Medicare Annual Enrollment period — the "high season" when seniors can select their Medicare insurance provider and a new primary care doctor.
The target demographic lives 15 miles from a CenterWell Senior Primary Care Center who are also age 65 and older, are Medicare beneficiaries, and have a household income of $75,000 or less. Geography varied by geography, but the target often lives in an underserved area and have multicultural nuances by geography.
The target was also potentially looking for new primary care physician based on changes in health conditions, dissatisfaction with current doctor, change in health plan, or change in life.
In today's world, building a memorable and differentiated brand is centered around the concept of experienced-based branding. It is not enough for CenterWell to say that it makes a difference in seniors' lives; CenterWell must deliver on that promise.
CenterWell delivered on that patient experience with 50 percent more time spent on average with your doctor and a 30 percent decrease in avoidable hospital admissions.
Through multiple channels that reach seniors during key moments of their decision journey, the "It's About Time" campaign communicated the pillars of the CenterWell Brand. The creative and messages were translated for the Spanish speaking audiences and channel mixes were adapted depending on market dynamics (e.g., number of competitors, newness to market, etc.).
PCO leveraged first party customer data for targeting in digital platforms — paid search, paid social and programmatic media and third-party data to drive messaging and offering insights. Approximately 55 percent of the media mix is digital — search, social and video — this varies by market. Though its target audience is seniors, their consumption of digital is growing. The campaign budget was in the mid-single digit millions.
PCO also activated an integrated, full-funnel awareness and conversion-driving campaign during the annual enrollment period in English and Spanish: TV in select markets, brand/non-brand search, print and OOH, OTT/DV, paid/organic social, audio, programmatic display/native and direct mail — all channels that were found to influence the buying journey of the target audience. The tactics aligned with key pillars of its brand and messaging platform to move prospects along the decision journey. KPIs were aligned with channels and funnel stage.
Moreover, PCO's key benefits went through testing to determine the importance of different attributes. Activation tactics were also tested for audience, messaging, creative format, channels, CTA, and channel interactions, and then optimized.
Media channels/engagement tactics included:
The "It's About Time" Campaign was used across all marketing vehicles. Each channel contributed to the overall marketing campaign by flexing different messages and depth of content depending on format, platform, and prospect journey stage to build brand equity and drive leads and conversions. Depending on targeting capabilities, media, and creative was customized at market, ethnicity, and center level.
Media supported local center events and new center openings with click to call or sign-up CTAs. Leveraging insights from PCO seniors, the agency created scripts in both Spanish and English and shot the campaign across various locations in Florida as well as in CenterWell Senior Primary Care centers. Creative followed best practices for direct response: tested RTBs, text overlay, strong CTAs.
Healthcare is rapidly changing. Collectively, we are at a critical juncture to improve the health and wellness of the U.S. while reducing rising healthcare costs, particularly among lower income seniors. Six in 10 Americans live with at least one chronic disease, often going unmanaged. PCO conducted primary research to understand seniors' behaviors, needs and attitudes towards healthcare and their primary care physicians. Some of these insights include:
PCO's challenge was to drive new patient sign-ups and increase awareness of CenterWell Senior Primary Care brand in less established markets during the Medicare Annual Enrollment Period.
PCO rolled out the campaign across geographies and received positive feedback from both internal employees and current patients/members and had its most successful lead generation/enrollment period ever. The campaign exceeded expectations with the following results:
Seniors often feel overlooked today and want to be heard. In campaign feedback, seniors appreciated the language around not being dismissed as the feeling of being short-changed due to their age. Additionally, they enjoyed seeing positive images of themselves, particularly among Spanish-speaking consumers.
PCO connected with its audience by providing primary care services that focus specifically on seniors and through its new campaign, "It's About Time," that embraced the multi-dimensional importance of time.
Further, the "It's About Time" campaign resulted in significantly higher year-over-year results with leads up by 163 percent and new patients up by 139 percent.
