When a target audience tells you what it’s not, affirm it.

When MediGold chose to expand outside of its region, they turned to Lewis for help. MediGold, which is a not-for-profit Medicare Advantage plan, had experienced growth in sales. Yet, they were also experiencing a downward trend in leads. We were tasked with introducing MediGold into a new, already saturated market and reaching new target audiences who were unfamiliar with the brand.

Through our audience research, we identified a critical target for this product: the age-ins and their influencers. We learned this audience didn’t see themselves as stereotypical senior citizens. Even more, research showed that they had a resentful sentiment toward aging into the “senior” market.

We understood that these audience preferences created valuable inroads. So we developed messaging to break away from the category’s conventions and litany of sameness. At the same time, we were working with a budget that necessitated a single campaign that must accomplish two goals: maintain interest, retention and new leads in MediGold’s home market, while building awareness, interest and lead generation in the new markets.

We developed a campaign designed to tackle common stereotypes that seniors face, and then we showcased this age group in a more youthful light. Each moment was relayed in an energetic style that included three tiers of messaging: awareness, education and lead generation. Through efficient targeting, ads were placed in printed publications, out of home (OOH), on television, radio and online space relevant to our target audience and informed by our audiences’ ages and interests.

Here’s a snapshot of what our efforts accomplished for MediGold: