CMS | Open Enrollment

The U.S. Department of Health and Human Services’ Centers for Medicare and Medicaid Services offer health coverage to 100 million people nationwide.
Integrated Campaign

Banners

Print

CMS Open Enrollment

Challenges

  • Had to compel low-income, Spanish-speaking Hispanic seniors and their caregivers to make informed decisions on Medicare health and prescription drug coverage during Open Enrollment. 

Constraints

  • Needed nationwide reach, with a geo-targeted focus on Brownsville, Chicago, Dallas, Houston, Los Angeles, Miami, New York, Phoenix and San Francisco.  

Solution

  • Transcreated general market campaign for U.S. Hispanic relevance.
  • Introduced print and radio media in ten markets, overlaid with a national digital campaign featuring display banner ads and SEM.
  • Produced digitally customizable materials for local implementation by regional Medicare offices across the country.
  • Assigned 85% of media buy to print and radio.
  • Placed 60 taped radio spots in markets.
  • Leveraged search products with ad words to intercept “hand raisers” seeking Open Enrollment-related content.  

Results

  • Drove 168,958 individuals to the es.medicare.gov website between digital and paid search. 
  • Exceeded digital campaign benchmarks with over 48,000,000 impressions, a .035% CTR and $1.33 CPC. 
  • Created over 10 million impressions via Spanish radio spots in Brownsville, Chicago, Dallas, Houston, Los Angeles, Miami, New York, Phoenix, San Antonio and San Francisco.
  • Leveraged top Spanish radio stations in highly dense Hispanic markets.
  • Delivered over 17 million impressions via Spanish print insertions in publications.