Kaiser Permanente Medicare Mid-Funnel Campaign

KEEP THRIVING WITH MEDICARE MADE EASY.
Baby Boomers aren’t just coping with getting older. They’re breaking down stereotypes and living their best lives. They’re proof that there’s no limit to what you can do at any age. And yet, many Medicare providers market to them like they’re grandparents from the Traditionalist generation.
Kaiser Permanente chose HERO Marketing to tap into a modern Boomer mentality while filling an identified gap in their customer’s purchase journey. The brand had rich top-of-funnel advertising and effective bottom-of-funnel direct response programs, but nothing in the mid-funnel to boost consideration and build affinity.
The HERO team started the project by exploring themes that would resonate with today’s older adults and make them think that “Kaiser Permanente gets it.” And just like shoes, there’s no one-size-fits-all approach when it comes to marketing to Boomers. HERO strategized a campaign centered on an educational landing page hub. In addition to pro-aging content and member testimonials, the site asked visitors what they were most interested in regarding Medicare coverage. Based on their responses, prospects were segmented and sent tailored content via lead nurture emails.
HERO also proposed and produced a range of marketing tactics Kaiser Permanente had never tried before, including CTV, original pre-roll, Nextdoor video ads, gamified print ads, smart speaker interactive-audio experiences, and steaming audio ads. And it worked! What’s more, our clients were so happy with the new campaign and Boomer- focused creative that they would like to expand it in the year ahead.