"Live in your moment"

Each fall, Medicare-eligible individuals enter the Annual Enrollment Period (AEP) worried about a changing future and desperately looking for a simple and trusted way to select the right Medicare Advantage plan for them. True to our mission as a member-focused organization, Mass General Brigham Health Plan set out to address these concerns by developing a campaign that centered on the member experience, starting with listening to consumers on what drives their decisions and what they want most in a Medicare Advantage plan.

In a survey conducted by Mass General Brigham Health Plan, about 84% of Medicare Advantage respondents reported finding some degree of difficulty in learning about plans, comparing options, and choosing a plan. Furthermore, over 50% of Medicare Advantage respondents shared that they felt afraid of making the wrong choice in a plan and getting stuck with it. Behind this consumer feedback, the Medicare Advantage market is saturated with complicated coverage information and complex benefit designs. In Massachusetts alone, there are about 20 different Medicare Advantage plans with varying benefit details and degrees of coverage for individuals to sift through and consider on their own.

In response, Mass General Brigham Health Plan set out to create a data-driven, multi-channel marketing campaign to support Medicare-eligible individuals in understanding plan options during AEP and increase awareness and consideration for Mass General Brigham Advantage product offerings. Supported by consumer insights and market research, the campaign emphasized that our trusted guidance would help individuals find the right plan and offer peace of mind they would be covered even as needs change, leading to high-quality care and outcomes.

The result was a robust, people-focused campaign that we titled, “Live in Your Moment.” Leveraging our connection to a world-renowned healthcare system, the campaign showed that when your health plan connects world-class care and comprehensive coverage, you can relax and focus on enjoying your life’s moments. Our bright and warm imagery demonstrated vibrancy and authenticity with people reveling in simple pleasures, as well as concise and carefully crafted copy designed grab the reader’s attention.