Logo and Tagline: Crafted a game-changing approach by incorporating the bold tagline "There’s no better Medicare plan" by leveraging a loophole in CMS regulations surfaced by our compliance team: There are no restrictions for what can be included in a brand’s logo.

Educational Pre-AEP Booklet: Sent out to eligible customers a month before the AEP season, this "Understanding Medicare" booklet served the strategic purpose as an early engagement tactic.

As CMS confines Medicare marketing to the AEP period, this educational booklet cleverly sidestepped restrictions by providing informative content strictly focused on Medicare. It functioned as a lead generation tool, fostering engagement without utilizing the tagline version of our logo (which would be considered marketing).

​​Battle Card: Implemented more aggressive tactics during AEP by deploying impactful "Battle Cards." These cards compared competitor plan costs directly against Clover's, reinforcing our message of a superior product. Despite the potential backlash from other insurers, we ensured absolute accuracy to avoid regulatory repercussions.

OOH Billboards: We featured real members exclusively in our advertising. I led the creative planning and direction for a New Jersey photoshoot, ensuring compliance despite the restrictions on member compensation. The resulting vibrant photos showcased the members' enjoyment and authenticity.

Van Wraps: We strategically utilized van wraps driven by Clover brokers to enhance visibility during AEP events. I employed cost-effective measures with a 3/4 wrap design, creatively integrating a distinctive shape to seamlessly blend the wrapped areas for a more intentional aesthetic.

Enrollment Guide: Innovatively revamped the Enrollment Kit, a cornerstone of our campaign. Collaborated with print vendors to streamline production and cost efficiency. Consolidated multiple elements into a single booklet, including forms with perforations and an integrated return envelope, resulting in significant cost savings of approximately $3 per kit, a substantial reduction given the high volume produced.

Step 1: Planning for Cohesion and Efficiency: Addressed past disorganization, and introduced a structured process for unified campaigns. Developed stages from briefing to execution, establishing realistic timelines.

Step 2: Comprehensive Research and Analysis: Conducted a thorough audit of competitor AEP creatives, sparking discussions and revealing strategic opportunities.

Step 3: Strategic Messaging: Using Facebook ads, we tested various messages emphasizing Clover's competitive advantage. Despite internal debates, the bold "There’s no better Medicare Plan" which performed best of the samples, was endorsed by the CEO.

Step 4: Visual Inspiration: I was inspired by the quote “I’m not old. I’ve just been young for a very long time” which directed me toward mid-century modern aesthetics. A style that has been around since our audience was in their prime, yet still feels fresh and relevant today. The style is uncomplicated, simple, and functional, which I felt was a particularly apt connnection to Clover's straightforward and accessible approach.

Step 5: Photography Direction and Member Involvement: This phase was pivotal in capturing the essence of Clover's brand through visuals while facing challenges in involving the senior members:

Aesthetic Vision: The aim was to encapsulate the brand ethos using mid-century modern aesthetics. Clean scenes with minimal adornments, featuring the brand's colors against textured backdrops, and incorporating mid-century modern furniture set the visual tone.

Challenges with Member Involvement: Engaging senior members, many with health issues and limited mobility, presented a unique challenge. Moreover, constraints in compensating them without triggering regulatory concerns necessitated a different approach.

Creative Problem-Solving: Initially struggling to connect with members through social media outreach, the team pivoted towards leveraging the Member Services department. This shift proved instrumental in identifying individuals with positive experiences with Clover who were eager to participate.

Cohesive Visual Narrative: Despite the hurdles, the final photography direction captured vibrant, happy members which became integral in conveying the brand's essence.

This phase wasn't just about creating visually appealing content; it was about navigating challenges to authentically represent Clover's values through the involvement of its senior members in a way that was both compliant and resonant with the campaign's narrative.

Step 6: Establishing Consistent Creative Direction: Consolidated photography, tagline, and style guidance into a cohesive toolkit ensuring campaign consistency.

The campaign achieved record-breaking success:

We saw a 33% increase in enrollments, surpassing the original goal of 25%

We reduced our marketing spend by 3.5 Million dollars, from the previous year.

And we exceeded expectations, becoming one of the fastest-growing Medicare Advantage plans in the country

Summing up, Clover Health's 2020 AEP campaign was a triumph driven by competitive advantages, bold strategies, and meticulous planning within realistic timelines, yielding exceptional results.