Countycare 2020-2021 Marketing Campaign
CountyCare 2020-2021 marketing campaign
Managed Care committee Caryn Stancik, Chief Communications & Marketing Officer November 20, 2020 Marketing framework
CountyCare is a Medicaid health plan that Medicaid enrollees can depend on. • Reliability remains a strength for the brand and will continue to be showcased. • Benefits, rewards and covered services will be highlighted to raise awareness and reinforce the breadth of CountyCare’s coverage.
Keeping the tagline Choose the Plan that Understands underscores how the brand has evolved. • The tagline is meaningful and resonates in this current climate. • It provides the reassurance and consistency people are seeking.
2 What’s different this year
• The COVID-19 pandemic has led to a rise in unemployment and those without health insurance.
• The plan has experienced an influx of new members due to recent increases in Medicaid enrollment and the pause of redetermination.
• Target audiences are composed of two key groups: New Legacy (Legacy adults and FHP moms) and new ACA adults. 1. “New Legacy” members are happy with CountyCare and are likely to stay with their current plan unless something changes with their PCP. Moms will continue to shop for the best plan for their families, but some have become brand ambassadors on social media. 2. New ACA adults (25-44), most new to Medicaid, are driving the recent membership increase due to the rise in unemployment and those without health insurance.
3 Campaign goals
• Retain current portfolio, with a heavy emphasis on “New Legacy” members to reinforce the brand as the best choice. • Appeal to those newly eligible for Medicaid to encourage choice whenever possible and aim for retention when auto-assigned. • Reinforce positive recognition of the CountyCare brand. • In market: November 2020 – April 2021 • Out-of-home • Broadcast/streaming • Digital
4 Research Focus group Summary • 36 participants were included in this year’s virtual focus groups • Six groups representing our target audiences including two Spanish-speaking groups • Three creative concepts were tested • Participants loved the featured benefits and connected that CountyCare offers additional benefits outside of what was listed in the ad. • Many said the creative felt like a premium insurance plan. • This creative was voted: • The most motivating • Best creative overall, including two unanimous group selections
6 Creative Sample ads
8 Sample ads
9 Sample ads incorporating recent HCIL Ranking
10 tactics Target zip codes New Legacy Members Zip Codes Neighborhoods 60623 Little Village 60629 Marquette Park 60632 Brighton Park 60639 Kelvyn Park 60804 Cicero 60617 South Chicago 60651 West Humboldt Park 60609 Back of the Yards 60628 Palmer Park 60620 Auburn Gresham 60644 South Austin 60637 Woodlawn 60608 Addams/Medill Park 60624 Garfield Park 60619 East Chatman 60636 West Englewood 60649 Jackson Park 60647 Palmer Square 60411 Chicago Heights 60621 Englewood 60641 Belmont Gardens 60402 Berwyn
60618 Avondale (North of Logan) 12 % of members in open enrollment 3.8% 3.9% 38.60% 4.90% 5.10% 7.30% Platform Nov. Dec. Jan. Feb. March April Bus shelters City store boards Wild postings Ogden & Roosevelt billboard Digital billboard network Digital convenience screens Digital gas station screens Hand sanitizer kiosks Broadcast Streaming Pole banners
Digital - Call-only, branded terms Digital - Google Display Network Digital - Look-a-like email targeting Digital - Programmatic Display Targeted Mobile Journey Digital – YouTube Digital - Social Media New Community Management Strategy 13 Platform Estimated Impressions Bus shelters 16,014,072 City store boards 240,000 Wild postings 1,338,750 Ogden & Roosevelt billboard 4,057,456 Digital billboard network 32,266,353.76 Digital convenience screens 15,000,000 Digital gas station screens 19,500,000 Hand sanitizer kiosks 390,000 Broadcast 6,416,000 Streaming 2,000,000 TOTAL OUT-OF-HOME 97,222,632 Digital - Call-only, branded terms 189,905 Digital - Google Display Network 37,749,666 Digital - Look-a-like email 2,889,120 targeting/Programmatic Display Targeted Mobile Journey 680,794 Digital – YouTube 5,163,849 Digital - Social Media/New Community Management Strategy 5,778,240
TOTAL DIGITAL 52,451,574
14 OVERALL ESTIMATED IMPRESSIONS 149,674,206 budget
2020-2021 2019-2020 2020-2021 2019-2020 % Change % Change Estimated Actual Budget Budget Impressions Impressions Out-of-home/ Broadcast & $450,000 $760,000 41% 97,222,632 125,800,000 23% Streaming
Digital $250,000 $215,000 16% 52,451,574 17,700,000 196%
TOTAL $700,000 $975,000 28% 149,674,206 143,500,000 4.3%
15 Questions? glossary Glossary of Digital Advertising Terms
Search campaigns – Search ads are shown when individuals are searching online (actively looking) for your product or service. • Text-based ads are shown when people are searching on any device. • Call-based ads are shown in mobile devices only. Display campaigns – Banner ads shown on websites when individuals are surfing online, but not searching for your product or service. Impressions – The number of times your ad is shown. Clicks – When an individual clicks your ad. Average cost per click (CPC) – This is the actual price paid for each click.
18 Glossary of Advertising Terms
CTR – Click-through rate is calculated by dividing an ad’s impressions by the number of clicks your ad receives. A high CTR is a good indication that users find the ads helpful and relevant. Phone impressions – Phone impressions are the number of times your ad is shown on a mobile device. Phone calls – The number of valid calls received as a result of users clicking on the phone number displayed on the ad. Phone through rate (PTR) – The number phone calls received divided by phone impressions. Conversions – The actions defined by the campaign, the display campaign action is click to visit the website; the search call only action is click to call. Calls must be at least 40 seconds to count as a conversion.
19 Glossary of Facebook Terms
Impressions – The number of times your ads were on screen. Reach – The number of people that saw your ads at least once. Cost per results – The average cost per result from your ads. Clicks (all) – The number of clicks on your ad. Social reach – The number of people who saw your ad when displayed with social information, which shows other Facebook friends who engaged with your Facebook Page or ad. Social impressions – The number of times the ads were viewed when displayed with social information. This includes Facebook friends who engaged with your Facebook page or ad. It is similar to ‘word-of-mouth.’
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