Award-Winning Medicare Supplement Campaign

BLUE CROSS BLUE SHIELD

OF ARIZONA

OUR APPROACH

Educating consumers about Medicare and marketing a new Part D product through a multi-channel Medicare Supplement campaign.

Activate Health partnered with Blue Cross Blue Shield of Arizona to launch a comprehensive Medicare Supplement campaign that increased awareness for a new Medicare Part D product while educating seniors about their coverage options. This multi-channel effort delivered award-winning results and achieved a lower cost per lead than previous Medicare marketing initiatives.

THE CHALLENGE

Educating Consumers and Launching a New Medicare Part D Product

Blue Cross Blue Shield of Arizona (BCBSAZ) offers a wide range of individual, Medicare, and group health insurance plans. Despite its strong reputation as a leading Blue Cross plan, the insurer faced two key challenges:

Raising awareness for a new Medicare Part D product
Helping seniors understand Medicare options, including:

- - Part A and Part B
  - Medicare Supplement plans
  - Medicare Advantage
  - Part D prescription drug coverage

Medicare is complex, and seniors often struggle to distinguish between plan types. BCBSAZ needed a health-literate, consumer-friendly approach that could clearly explain the differences and guide members toward the right choice.

OUR SOLUTION

A Multi-Channel Medicare Supplement Campaign

Activate Health created a strategic Medicare Supplement campaign to both educate and engage seniors across Arizona. The integrated campaign included:

- - Outdoor, radio, and print advertising to reach target audiences statewide
  - A “Medicare Basics” animated video, simplifying plan differences and featured at Part D events
  - Sales training and event support, ensuring consistent, on-brand messaging for every member interaction

This approach not only clarified Medicare choices but also positioned BCBSAZ as a trusted, consumer-focused health plan.

RESULTS & RECOGNITION

By pairing clear education with strategic promotion, this Medicare Supplement campaign successfully launched BCBSAZ’s new Medicare Part D product and strengthened senior engagement and satisfaction. Highlights from the campaign include:

Lower cost per lead than all prior Medicare marketing efforts
Winner of the “Best of Blue” award from the Blue Cross Blue Shield Association
Multiple creative awards, including recognition from the International Association of Business Communicators (IABC)