CareMore Health is a primary care provider specializing in whole-person care for complex and chronic conditions. The annual enrollment period is their most important marketing opportunity of the year.

StudioNorth developed annual enrollment period campaigns for CareMore Health that crushed expectations.

The Challenge

Navigating the healthcare system and selecting the right plan can be intimidating. The CareMore Health model is built around empathy and high-touch, personal attention — including longer appointments where clinicians listen deeply and truly get to know their patients. The model also includes home visits and telehealth, all delivered with the same emphasis on trust and respect.

Annual Enrollment Period (AEP) was coming up fast and CareMore needed to make the most of this once-a-year “Super Bowl” opportunity to drive enrollment. They wanted to make sure their campaign reached the right audience and effectively communicated the unique approach of their care centers. But they had very few marketing assets, no historical benchmarks to enable a strategic plan and a very short timeframe.

The Solve

StudioNorth developed a dual-focus campaign that created awareness for brokers and patients.

CareMore’s previous campaigns used one-to-one targeting focused on individual patient enrollment decisions. StudioNorth designed an additional broker-targeted campaign, which gave CareMore the chance to add a one-to-many strategy.

StudioNorth created the theme “Right Place, Right Time, Right Care” to highlight the organization’s value proposition of meeting members where they are. This includes both geographic location (“close to home”) and the health journey (“personalized care designed around you”). The campaign captured the empathy patients seek from providers — emphasizing “life-changing” care.

CareMore’s extremely positive patient testimonials were used throughout the materials to make meaningful connections with patients and serve as proof points for brokers.

StudioNorth compressed a typical four-to-six-month process to build a strategy, develop creative and launch in market into just six weeks. For the broker-targeted component, we were able to set major benchmarks in two weeks while the campaign was live, to capitalize on the limited time before CareMore had to shift focus to AEP sign-ups.

We ran social, programmatic patient, programmatic broker and PPC campaigns. The complete AEP marketing campaign also included:

• Landing page
• Nurture emails
• Videos
• Morning blend segments
• Local TV broadcast
• Direct mail

The Result

• The social campaign delivered an overall click-through rate (CTR) of 3.68% — more than nine times the 2021 campaign.
• The patient programmatic campaign delivered more than 9 million impressions, outperforming the industry benchmark CTR of .10%.
• The broker programmatic campaign also delivered more than 9 million impressions, outperforming the industry benchmark CTR of .14%.
• The PPC campaign delivered a 17% conversation rate — more than triple the 5.1% industry benchmark, and a CTR of 13% — more than four times the 2.9% industry benchmark.

This campaign generated awareness and engagement far beyond most industry standards. And it established a strategy that sets CareMore up for future campaigns to be just as successful. The campaign also took home a Medigy HITMC Best Use of Social Media award.