Challenge
- Create a standalone website and enrollment application for Martin's Point Health Care Generations Advantage
- Support users in researching and selecting a Generations Advantage Medicare Advantage plan
- Encourage enrollment using the online application
- Ensure ease of use among users 65+
- Increase enrollment by 3,000 new members for 2010 (10% online)
Approach
- Began the project with a 3-week Define phase to identify requirements, scope, and a clear plan for the remainder of the project
- Planned the project in 2 phases, in accordance with government guidelines for promoting Medicare Advantage plans:
- Phase 1 included the design and development of the informational site, which launched October 1, 2009
- Phase 2 includes the launch of the online enrollment application on November 15, 2009
- Conducted two rounds of qualitative usability testing with seniors
- Concurrently planned and executed a pay-per-click (PPC) campaign with geo-targeted ads:
- PPC reporting will be ongoing through December 31, 2009
Solution
- Working with Martin's Point, we launched both phases of the new Generations Advantage site on time and on budget
- ASP.NET site includes a custom provider search, an email reminder function, RSVP for information sessions, and ability to request more information
- The PPC campaign launched on October 5, 2009 and will ran through December 31, 2009
- The online enrollment application launched on November 15, 2009
- The PPC campaign performed well above expectations, with a clickthrough rate (CTR) of over 3.4%
- Total online enrollments reached 339, which surpassed the project goal, and represented an increase of over 1500% from the previous year
