VIVA MEDICARE AEP

VIVA HEALTH is a regional provider of Medicare Advantage plans in Alabama and a long time partner of CCGs. Once upon an AEP, VIVA was concerned that big national carriers were aggressively marketing in their service area - even more so than normal - and threatening their opportunity for growth. CCG got to work creating a targeting, multi-channel strategy that could compete.

Broadcast and video impressions

Increase in website traffic

Increase in digital leads

The Challenge

Standing Out in a Crowd: Competing with National Brands in a Regional Market

VIVA has set the standard for successful regional Medicare plans, a milestone earned through over 20 years of effective marketing and business strategy. At CCG, we're proud to be part of their story.

However, competing against large national plans presents unique challenges — higher brand recognition, greater resources, and significantly larger budgets. In such a competitive market, success requires ingenuity, grit, and determination. And at CCG, we bring all of that to the table.

The Transformation

Maximizing Impact with Precision

To combat the challenges of the increased market competition, we developed a targeted strategy that maximized their budget by focusing on high-impact tactics. Our approach used predictive analytics to identify beneficiaries most likely to engage, combined with targeted channels to reach them at every stage of the buyer's journey.

The creative approach was designed to break through the noise. CCG's Medicare team developed unique concepts designed to stand out, appealing not only to beneficiaries' needs but also to their emotions. The campaign aimed to go beyond the status quo, positioning VIVA as the local plan that not only saves members money, but also goes above and beyond in providing care.

This strategy was more than just a campaign—it was a focused, iterative process that honed VIVA's brand message, amplified engagement, and positioned them to stand out, even among national players.

“I'm always impressed at the level of research and dedication Medicare Stories Co. has when gaining the full understanding of our needs. The team regularly shadows our sales agents, service team, and more to really understand the things that make our company different in the marketplace.”

VIVA MEDICARE

The Solution

How CCG's Agile Approach Made Every Dollar Count

CCG launched VIVA's campaign with precision, closely monitoring each touchpoint from day one to maximize impact. When it comes to execution, we're not a set-it-and-forget-it agency; our team fine-tuned campaigns daily, doubling down on tactics that were delivering results and shifting resources away from those that weren't. We made sure every dollar worked as hard as possible, creating powerful momentum that kept VIVA competitive.

This agile, data-driven process allowed us to adapt quickly to changing market conditions and audience behaviors. By constantly refining our approach, we maximized VIVA's reach and impact, driving engagement at every stage of the buyer's journey and ensuring the campaign's success despite fierce competition.

The Results

Driving Awareness, Engagement, and a 312% Increase in Leads

The results were outstanding across all stages of the buyer's journey, from top to bottom of the funnel. The campaign generated 24 million broadcast and video impressions, a 50% increase in website traffic, and ultimately drove a 312% year-over-year increase in digital leads.

Not only did we achieve a highly successful AEP, exceeding all lead goals, but our commitment to ongoing success positioned VIVA for continued momentum in the year ahead. This campaign was a launchpad, setting VIVA up for sustained growth and a stronger competitive position in the market.