THE POWER OF
PERSONALIZATION:
A FRESH TAKE ON
A COMMON AEP TACTIC
Anderson refreshed Cigna Healthcare’s free Medicare information seminars, a common but effective AEP tactic, to help them stand out from the competition in a highly saturated market. We accomplished this by developing a highly targeted, personalized, and geo-focused marketing campaign that not only distinguished Cigna Healthcare from competitors but resulted in a large turnout.
Campaign Results
1,100
attendees generated
179
sales impacted by seminars
Channels
Microsite | Display Ads | DM | EM | Print Ads
Direct Mail.
Anderson developed a personalized package that incorporated a faux handwritten font, which gave the piece a more human touch. Our fresh take on this common AEP strategy helped Cigna Healthcare stand out as more than just a brand. We showed our audience that we’re a real group of people—just like them.
Email.
Follow-up auto-responder emails significantly improved Cigna Healthcare’s average response rate by generating a higher attendee turnout.
Seminar Microsites.
User-friendly microsites took personalization a step further by letting seniors easily browse session times and locations. An additional portal was developed specifically for agents to manage and follow up with attendees.
Print Ads.
Local print ads promoted nearby informational events.
Display Ads.
Anderson’s personalization tactics extended beyond print and into Cigna Healthcare’s digital assets. Geo-targeted digital display ads allowed us to incentivize even more prospects to attend by spreading our message across multiple high-traffic channels.
