Client:
A full-service marketing and communications agency representing two major health insurance brands partnered with TEC Direct Media to support open enrollment efforts in key markets.
With a limited enrollment window and a highly competitive marketplace, the campaign required a media strategy that could efficiently connect with seniors actively researching their healthcare coverage options.
Solution:
TEC Direct Media developed a localized Direct Response Television (DRTV) strategy designed to motivate seniors to call or search for additional information about available health insurance plans. The campaign combined targeted market selection, responsive media optimization, and continuous performance monitoring throughout the enrollment period.
Using TEC’s proprietary M3D measurement platform, the team tracked response and media performance daily, providing full broadcast attribution and enabling rapid optimization of media placements. This data-driven approach ensured media investments remained focused on the channels, programs, and dayparts generating the strongest response.
Results:
The campaign successfully generated qualified leads throughout the open enrollment period, resulting in enrollment volumes that exceeded client objectives. Ongoing performance monitoring and attribution reporting enabled continuous optimization, helping maximize return on investment and improve campaign efficiency.
Beyond immediate enrollment results, the campaign also provided valuable audience and media consumption insights that informed future planning efforts, creating a stronger foundation for subsequent enrollment initiatives.
