Silver Healthcare Advertising Award - TORCH

Understanding Medicare Advantage

Category: Total Public Relations Campaign
Client: Texas Organization of Rural & Community Hospitals

Groundswell Health developed a substantial campaign for the client and its member hospitals, focused on education around Medicare Advantage plans and their effect on individuals and hospitals. The campaign encompassed messages for consumer audiences, hospital audiences, and resources and materials intended for hospital leadership to use when interacting and communicating with local, state, and federal officials, as well as social and op-ed templates for member hospitals to format as their own. The campaign included print collateral pieces, social graphics, and posters on potential downsides of Medicare Advantage.

How do you engage audiences on the complex arena of Medicare services? It’s easy when you examine the persona of your target audience. Despite portraying an a-political, non-partisan message, the Medicare landscape is often very political and very partisan, putting Groundswell Health in the perfect position to help hospitals and health systems navigate the difficult terrain of Medicare.

• Campaign vision: Reaching Medicare-eligible seniors and their circle of influencers with information to guide and influence their decisions in choosing the right Medicare plan. Provide tools to TORCH and its member hospitals for placement with their own respective brands and platforms.
• Persona development: Considering patient preferences, demographics, abilities, and health technology literacy.

Part of our goal included reaching patients through social media platforms with messages and visuals that speak to a variety of segments.

Combining education information and compelling content to encourage target audiences to learn more about Medicare choices,