Open Enrollment (OE) is a highly complex annual campaign. It typically consists of months of planning and materials creation, connecting with multiple audiences and sub-audiences, execution of robust multi-channel tactics and then detailed analysis and optimization recommendations.
Channels for 2023 OE included direct mail, segmented email campaigns, social media ads and a suite of webpages. Copy creation focused on 1) creating clear, crisp call-to-action language, 2) highlighting brand new coverage options for kids, 3) and ensuring speakers of the top 10 preferred languages (other than English) had clear instructions for getting materials in their language.
These all served overarching goals/KPIs for having reduced customer service calls throughout the 20-day Open Enrollment period as well as new enrollments for caregivers and their children.
My roles in this project included project management, stakeholder coordination, messaging and branding, creation and editing of copy, coordination with the creative agency and creation of tracking mechanisms.
Above: Direct mail materials including outer envelope, "Information and Instructions in your Language" cover sheet and 24-page "Health Benefits Guide".
Results: For the 2023 OE campaign, we achieved a 43% average email open rate (compared to 21.4% industry average), a 6% click through rate, (compared to a 4.6% industry CTR) and the series of social media ads garnered a 6.75% engagement rate.
Above (l-r, top to bottom): 1) Pages 1-2 with letter from the CEO, contents and introductory information, 2) Health Plan Highlights pages, 3) instructions for keeping coverage and wraparound benefits, 4) a booklet including an explanatory Cover Letter, followed by the Summary of Material Modifications (SMM) and Summary of Benefits Coverage (SBC), and a separate Health Benefits Application.