Medicare Liberty Plan | Jason Wennet

Kaiser Permanente Medicare Liberty Plan

Creative Direction / Art Direction / Copywriting

The brief

Launch and promote a new Medicare Advantage plan for Medicare-eligible retired military audiences with Tricare for Life.

The solution

We grounded every aspect of the campaign in real military values: service, trust, and earned benefits. From language and tone to visual cues and storytelling, the messaging felt familiar, respectful, and aligned with the lived experiences of those who served.

Performance

400%+ enrollment above projections in Year 1
Consistent double-digit growth year over year
Approximately $11,555,000 in gross annual revenue for KPMAS

See detailed case study

Summary

Kaiser Permanente of the Mid-Atlantic States (KPMAS) developed messaging aimed at a high-value prospect audience designed to guide them toward choosing Kaiser Permanente (KP) as their provider of choice. This very successful campaign generated over $80MM in LTV for the company and produced an annual ROAS of 13:1.

Background

‍Many veterans reside in the Baltimore/Washington, DC DMAs. One of every eight people within the Kaiser Permanente Mid-Atlantic’s (KPMAS) footprint is a veteran. The Pentagon’s presence also means that there is a large population of military officers. Retired military personnel represent a meaningful growth opportunity for KPMAS’ Medicare line of business.
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The line of business created a Medicare product designed for prospects who would be members of Tricare for Life. It affords them prescription drug benefits that would be redundant in a Medicare Advantage plan that includes Part D (prescription drug benefits).
The Medicare line of business approached the marketing team for help positioning and marketing the product.

Target Audience

Military retirees with Tricare for Life who are Medicare-eligible.

Campaign Objective

Lift comprehension of the KP care model, affinity for KP, and encourage information seeking that would ultimately lead to an enrollment in the Medicare product.

Strategic Approach

Our strategy was to convince the prospect audience that KP is the best choice for their post-military life by accomplishing the following:

Demonstrate that KP understands the military community—physically and mentally.
Prove that KP’s care delivery system is the closest analog to the VA health system in the market.‍
Substantiate KP as the region’s leading health system.

‍Key Message Themes

KP delivers personalized, compassionate care for you and your family
KP’s health care understands and respects your service
KP provides a familiar model of care
KP believes mental wellness is as essential as physical wellness

Media Channels

‍Programmatic digital display with retargeting based on site visits and high-value actions.
Social media platforms (Facebook, Instagram, Reddit).
Pre-and mid-roll video content.
Prospect email campaigns.
CTV as a retargeted channel.
A dedicated landing page on the regional Medicare website.