Sparking Authentic Engagement
in Underserved Communities

Woman smiling in front of the Griffith Observatory
OVERVIEW

Founded in 1985, WellCare Health Plans serves more than 6.3 million members across the United States.

They approached TRAFFIK Health to develop an integrated marketing campaign to improve lead generation and increase customer acquisition for their Medicare Advantage Plan offered by Easy Choice Health Plan in California.

AGENCY FOCUS
  • Medicare AEP
  • Diverse Audience Market Strategy
  • Omnichannel Solutions
  • Media Planning/Buying

Partnership Overview

AUDIENCE

California’s growing diverse Medicare-eligible market.

GOAL

Generate AEP leads and increase new member acquisition.

PROCESS

TRAFFIK Health investigated various audience segments to identify opportunities to engage specific communities in their language through highly relevant channels.

OUTCOMES

TRAFFIK Health drove measurable awareness of plan benefits in some of the most underserved communities in California, overcoming language, social, economic and cultural barriers to entry.

Key Insights

TRAFFIK Health conducted audience-specific research in California to identify marketing opportunities for Easy Choice. Our research identified 5 distinct Medicare audience segments that were being underserved by other health plans.

To deliver authentic, resonant messaging, TRAFFIK Health created in-language, omnichannel campaigns featuring members of each segment at iconic spaces in their communities—driving inclusive engagement specifically crafted for each audience.

Map of California areas targeted in the campaign

By taking these campaigns into locations all but ignored by other plans, like culturally relevant markets, retail spaces and media channels, we established Easy Choice as an authoritative voice that knows the needs of their audience and truly speaks their language.

Seniors eating fruit

5 Distinct Communities, 1 Exceptional Outcome

Our segmented, in-language approach was so successful, WellCare tasked TRAFFIK Health to roll out a similar campaign for diverse audiences in New York, creating authentic community engagement from the coast of Los Angeles to the streets of Manhattan.

Woman in front of palm trees

“Our research clearly shows that Medicare age-ins are a digital audience. With more than 70% of seniors seeking health information online, we developed a hyper-targeted Facebook campaign in 5 languages that reached over 45,000 Medicare beneficiaries.”

Ankit Joshi
Ankit Joshi
Digital Strategy
TRAFFIK HEALTH
Ankit Joshi

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