CLIENT: Humana

PROJECT: Support Humana’s Medicare Advantage and dual enrollment goals

TIMING: 2022 Annual Enrollment Period (2021 Q4)

MARKETS: 160 DMAs across 48 states

AUDIENCE: 65+ and dual population, multicultural, veterans

CHALLENGES: During this project, Vimarc’s Account Services team partnered with a newly formed client team. Therefore, Vimarc’s compliance experience, planning abilities, and attention to detail were more important than ever. Since Humana’s product offerings are created at the county level, our Account and Media teams had to verify that all materials were accurate to avoid any CMS violations. Media plans were approved at the local level, which slowed down the planning process. However, because our team was nimble and responsive, we were still able to work within the tight time frame to launch the campaign on time and within budget.

SOLUTION: Vimarc formed an experienced team to lead and collaborate with the client. We created an organized process to develop and submit media plans for the client to review. As the plans were in development, our Account team also worked with Humana’s compliance team to develop 15 different campaign messages to support all of Humana’s product offerings. Upon approval of the media plans, Vimarc versioned all campaign creative for each market and trafficked all artwork to appropriate vendors. Upon campaign completion, Vimarc presented the client with proof-of-performance decks for each individual market.

TACTICS & MEDIA: Although these varied by market, most included the following: