2024 Essential Plan Campaign
The 2024 Essential Plan Campaign aimed to highlight the Essential Plan product provided by Fidelis Care and engage with individuals ineligible for Medicaid yet seeking accessible, high-quality coverage.
This initiative primarily utilized paid advertising, social media outreach, content marketing, PR strategies, and online SEO tactics. These efforts were strategically designed to draw in qualified leads, ultimately converting them into Essential Plan members.
“This is Fidelis Care” Campaign
The “This is Fidelis Care” campaign launched on April 1, 2021 and concluded on August 31, 2021. The campaigns main premise was to increase brand awareness in the midst of competing health insurance plans expanding, specifically in the New york City Area. The campaign was supported using multi-media touchpoints, including traditional media, digital media, social, and paid search
Coverage Countdown Campaign
The “Coverage Countdown” campaign was designed to promote Fidelis Care Marketplace health insurance plans, highlight competitive benefits and create a sense of urgency for people without coverage to enroll during the January 1st – 31st open enrollment period. Overseeing all aspects of marketing and communications for this campaign was one of my greatest achievements during my career at Fidelis Care.
Coverage Countdown campaign deliverables:
The Coverage Countdown campaign was a full scale marketing campagin that included the following tactics:
Traditional Advertising Tactics:
• Cable and Network TV
• Radio
• Out-of-home advertising (Print and Digital)
• Print publications
Digital Advertising Tactics:
• Run-on-site digital and home page takeovers on high profile online publications
• Paid Search Advertising (Google Ads)
• Social Media including Facebook, Instagram and Twitter campaigns
Public Relations:
• Public Relations led a targeted campaign that included two homepage takeovers on WXTV-NY and two custom Spanish videos with on-air talent Karol Scott.
Fidelis Care Flu Shot Clinics
I coordinated all aspects of the Fidelis Care Flu shot clinics for the last several years. Overseeing the logistics of the clinics and marketing the state-wide events was both challenging and rewarding.
Flu shot clinic deliverables:
• Direct mailers sent to 30,000+ members surrounding the Fidelis Care community offices
• Flu shot reminder cards distributed to each member
• Over 10,000 outreach calls were made promoting the clinics
• Posters and banner stands were created for office locations
• Branded giveaways including umbrellas, antibacterial sanitizer, gloves and winter hats were distributed at the events
The flu shot clinic events were very successful and grew each year in terms of locations and positive results. Please review the presentation below detailing communication and campaign objectives, marketing tactics and the final results.
Medicare Direct Mailer
The Medicare direct mailer was sent to 627,000 New York State residents who potentially qualified for a Medicare or Dual Advantage product. In partnership with marketing leadership, we identified 23 counties across the state that had the highest potential for member conversions. The mailers were sent to recipients three times within a six week time frame with vanity telephone numbers to track the effectiveness of each mail drop. Recipients who inquired about coverage were sent a custom designed “Understanding Medicare Guide” which had descriptions of the Medicare products available to them and instructions on how to enroll in a plan.
Medicare Direct Mailer deliverables:
• 11×14″ folded mailer
• Custom Medicare envelope
• 16 page “Understanding Medicare Guide”
Please review the presentation below detailing the communication and campaign objectives, the creative and messaging, and the campaign results.
Michael Fyvie 