Independent Health Medicare Advantage Enrollment Campaign

Empowering Seniors with Confidence During Medicare Enrollment

A multi-channel campaign to reach seniors during their annual enrollment period centered on trust and expert guidance.

Laptop screen displaying the medicare landing page.

The Challenge

Western New York seniors face a complex and often overwhelming process when selecting Medicare Advantage plans during the Annual Enrollment Period. Independent Health needed to stand out in a crowded market and clearly communicate the value of its offerings—especially the RedShirt® Treatment—as a personalized experience.

Our Solution

Gelia created a multi-channel campaign highlighting how RedShirts℠ go beyond expectations by listening, understanding, and offering expert guidance, making health care decisions easier

Campaign elements included:

    • Thematic Messaging: “Rely on the RedShirts℠” underscored the personalized support seniors receive from Independent Health.
    • Media Mix: A consistent message delivered across TV (linear and broadcast), radio, out-of-home, print, and both organic and paid digital.
    • Direct Mail: Personalized communications explained plan updates and reinforced the RedShirt experience.

Results and Impact

    • 77% total ad awareness among adults aged 65+*
    • 82% aided message recall for “Rely on the RedShirts”*
    • Strengthened Independent Health’s brand position as a health insurance provider with a passion for doing what’s right and their commitment to delivering exceptional service through the RedShirt Treatment.
    • Reinforced the emotional connection and confidence seniors feel when choosing their health plan.

*Source: Independent Health 2024 Blinded Medicare Ad and Brand Survey.

Assets

Channels

Impressions

Social media graphic featuring two Independent Health representatives, including a woman in a red shirt, alongside the headline “Our Focus Is You,” promoting Independent Health’s RedShirts℠ support during enrollment.
Series of red-themed digital banner ads displaying the message “Our Focus Is You” and “Rely on the Medicare RedShirts℠,” showcasing campaign variations used across online display placements

Built To Think.
Proven To Deliver.

See how our approach drives real business results across industries.

VIEW ALL CASE STUDIES

READY TO TURN STRATEGY INTO MEASURABLE MOMENTUM?

Lets talk about where you want to grow.

START THE CONVERSATION