Marketplace Plans Marketing, Sendero Health Plans

Development and implementation of a new member and retention marketing campaign reaching individuals and families purchasing IdealCare health plans through the health insurance marketplace. Campaign elements included print, radio, television, coordination of community outreach events, and management of paid media schedules. A signature element included the publishing of a bi-lingual 36 page custom print magazine that 1) communicated the role and value Sendero Health Plans brought to the community through programs, partnerships, and health plan coverage, 2) provided partners such as the Austin Independent School District with a tool to help inform parents about healthy living choices and the available resources in the community, and 3) highlight individuals or community organizations that are model examples and advocates of healthy living. 100,000 copies of the magazine were distributed quarterly to selected faith-based groups, medical offices, retail stores such as HEB and CVS, and school districts within the 5-county area. On a seasonal basis, CS developed complementary online marketing campaigns to encourage enrollment and free tax filing services, and in support of community outreach events. One example was the development of "A Tu Lado", a program that marketed maternity services and care aimed at bi-lingual expecting mothers, which included experiential marketing materials for free pregnancy testing services, free diapers, and baby showers.