Colibri

Client

The client is a prominent, physician-led healthcare network with a strong presence in the Southern California market. They operate as a community of dedicated medical professionals focused on patient-centered care and clinical excellence. By collaborating closely with major health insurance providers, they serve as a critical bridge between seniors and their healthcare coverage options. Their organization is recognized for its deep community trust and its ability to execute large-scale, time-sensitive initiatives.

Project

Each year, the AEP presents a unique opportunity to connect with seniors seeking the best Medicare options, but it also brings intense competition and a narrow window for success.

20x

ROI

-2K%

Cost per conversion

-50%

CPC

15.7%

Conversion rate

A leading healthcare group in Southern California, working closely with a major insurance provider, set out to maximize new Medicare leads during the Annual Enrollment Period (AEP). Recognizing the stakes, the client sought a digital marketing partner capable of driving both awareness and high-quality leads for their insurance partner.

Opportunity

The campaign was launched in a region with a large and growing senior population, many of whom were eligible for Medicare. The client’s strong reputation and established trust within the community provided a solid foundation for outreach.

Objective

The primary goal was to generate high-quality Medicare leads for the insurance partner. This meant driving targeted traffic to AEP landing pages and events, encouraging form submissions, calls, and event registrations from eligible seniors, and ultimately supporting the insurance partner’s sales goals during the limited AEP window.

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Challenges

However, the AEP landscape is highly competitive, with both national and local organizations investing heavily in advertising during the short enrollment period. The challenge was not only to stand out and capture attention but also to generate actionable, high-quality leads that would convert for the insurance partner.

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How Colibri Responded

Campaign Strategy:

Developed a comprehensive, multi-channel digital campaign including paid search, paid social (Meta, Google), display ads, and email marketing.
Created dedicated AEP landing pages with clear calls to action, educational resources, and easy lead capture forms.
Coordinated with the insurance partner to ensure messaging compliance and seamless lead handoff.

Asset Creation & Execution:

Designed engaging ad creatives tailored to seniors and their families, highlighting the benefits of Medicare plans and the value of local expertise.
Promoted virtual and in-person AEP events to drive deeper engagement and direct lead generation.
Implemented robust tracking and analytics to monitor lead quality and campaign performance in real time.

Optimization & Reporting:

Continuously optimized targeting, creative, and budget allocation based on performance data.
Provided detailed weekly and post-campaign reports on lead volume, cost per lead, channel performance, and event attendance.
Collaborated closely with the insurance partner to refine lead qualification and maximize conversion rates.

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Results

This is a yearly campaign we have been managing over since 2023.

In the first year of our partnership, the campaign achieved a more than 2,000% reduction in cost per win compared to the previous year and delivered a return on investment (ROI) exceeding 20x.
The conversion rate in the first year was 15.7%, with the cost per click dropping by nearly 50% compared to the previous year.
In the second year, despite a challenging market, the campaign maintained a strong conversion rate of 10% and an ROI of 10x.
Over the last two years, the cost per subscriber decreased by 7%, and the cost per click remained well below the pre-partnership benchmark.
Paid social channels consistently delivered the highest volume of leads at the most efficient cost, with year-over-year improvements in both lead quality and cost efficiency

It’s important to note that unique market conditions drove 2023’s exceptional results and cannot be used as a benchmark for typical AEP campaigns. Despite this, 2024’s campaign not only maintained strong performance but also delivered even greater efficiency and lead quality. Compared to pre-partnership results in 2022, the cost per win has dropped dramatically, and the volume and quality of leads have consistently exceeded expectations.

2025 Update

The latest campaign brought a 12.5x and a 58.6% improvement in the cost per lead, compared to the previous year.

Over the past years, our strategic, data-driven approach and close collaboration with the client and their insurance partner have resulted in sustainable, year-over-year growth and outstanding business outcomes during the most critical time of year.

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How Strategic Marketing Simplified the Medicare Enrollment Journey