• Best CPA Networks
  • Best Cost-Per-Sale Affiliate Networks
  • Best Pay-Per-Call Networks
  • mThink Digital
  • Thought Leadership
    • White Papers
  • About
    • Content Marketing
    • Content Strategy
      • Web Content
      • Social Media Strategy
      • Webinars & Video
      • Thought Leadership
    • Performance Marketing
    • Portfolio
      • Revenue Performance
      • Accenture
      • Microsoft
      • Java Detour
      • Our Process
    • Contact Us

mThink

Blue Book Logo

BlueBook Logo

The Trusted Name in Performance Marketing

ROS Leaderboard

  • Home
  • Blue Book
    • About Blue Book
    • Blue Ribbon Panel
    • Interviews
    • Research Methodology
    • Back Issues
    • Advertising
      • Website Creative Specifications
      • Newsletter Creative Specifications
  • Best CPA Networks
  • Best Cost-Per-Sale Affiliate Networks
  • Best Pay-Per-Call Networks
  • Best European CPA Networks
  • Best CPA Networks for Affiliates
  • Best CPA Networks for Advertisers

3 Strategies To Optimize Your OEP/AEP Campaign Strategy

September 15, 2022 by Scott Vogel, Digital Media Solutions

aopoep article - mthink header

The open enrollment period (OEP) and annual enrollment period (AEP) are essential times for health insurance advertisers looking to create interest, drive sales and sign new policyholders. Preparation is critical for advertisers and should include a range of internal checks and balances, compelling creative and thoughtful, personalized targeting. Implementing the right best practices can help insurance advertisers and publishers make sure they’re getting the right messages to the right people to encourage immediate action.

The following 3 strategies can help ensure that your AEP/OEP campaigns are set up to be successful.

1. Make Sure You Have A Healthy Infrastructure Before Launching Your OEP/AEP Campaign

There are many factors that go into having a successful OEP/AEP season for advertisers, but starting off on the right foot with a strong infrastructure can set you up for growth and conversions from the very beginning. The following four considerations should be buttoned up before you kick off your OEP/AEP campaign:

  1. Focus on your operations: Make sure your dialers are working, that your CRM is up to date and that your agents understand how to properly enter information. These seemingly basic items are essential to a strong launch. 
  2. Call capabilities: Confirm that your call center, or a third-party call center, can handle the volume of leads you will be sending them. Speed to lead and smart, efficient management of calls can have a positive impact on conversions. 
  3. Strong compliance partners: Make sure your campaign strategy is compliant and that you have the confidence that your partners are compliance-forward, with an understanding of all the nuances and changes in compliance. This is particularly crucial in the healthcare space. At DMS, our industry-leading operationalized compliance processes are supported by in-house legal and compliance teams.
  4. Confirm your tracking: Make sure proper campaign tracking is in place and that the parameters for your tracker align with your campaign goals and overall KPIs.

2. Leverage Your Creative To Optimize Success During OEP/AEP Enrollment

As with any campaign, creative assets are an essential component. With AEP and OEP campaigns, compliance is an additional consideration and must be a part of your creative plan from the start. Chris Pink, Senior Vice President of Sales at Digital Media Solutions (DMS), notes that the requirement of creative approval from the Centers for Medicare and Medicaid Services (CMS) can cause delays with the creative launch, so he encourages advertisers to not only get started on their creative well ahead of the launch of the OEP/AEP enrollment period but to have “a really good, solid, clear view of their copy and creative guidelines [that are compliant].” By leveraging creativity that is both compelling and compliant, advertisers can thrive in the OEP/AEP space.

Additionally, it can be helpful to see what creative assets competitors are putting into the marketplace to reach insurance shoppers across different channels. A diversified, multichannel outreach leveraging different approaches, from call campaigns to social media platforms will help expand your reach and meet potential consumers where they are.

3. Personalize Your Sales Approach And Vary Your Channels For Different Target Audiences

The amount of disruption in recent years, including Covid and other high-level decisions impacting consumer healthcare needs, means that insurance shoppers are evolving, and consultations and sales must be personalized. Advertisers should understand what their customers are looking for and truly listen to their unique situations instead of churning through calls trying to drive conversions. A personalized approach allows advertisers to match the right customer with the right coverage, which can drive loyalty and retention and can set you apart from advertisers who aren’t making qualitative assessments of their potential customers, and instead taking a one-size-fits-all approach.  

Personalization and listening are also reflected in matching the right creative to the right channel to reach the right audience. The rise of video as a creative asset resonates with younger consumers on social platforms like TikTok, while email drives high-intent users at every stage of the OEP/AEP enrollment period. Choosing the right publisher partner, like DMS, can also help advertisers reach channels they wouldn’t normally have access to, offering unique creative opportunities and more access to high-intent prospects.

Are You Looking To Maximize Your AEP & OEP Campaigns?

DMS connects many of the nation’s leading health insurance providers and agents with customers and near customers. Our AEP and OEP campaigns are designed to maximize results by matching high-intent health insurance shoppers with the health insurance providers and agents that meet their needs. Contact DMS today to learn how our first-party data asset, proprietary technology, and expansive digital media reach can help you maximize your health insurance campaigns.

Are You A Publisher Looking To Maximize Monetization Efforts For AEP/OEP And Beyond?

The team at DMS is committed to the success of our publishers. From the simple touches, like being there when you need us, to more strategic support, we build relationships with our publishers and advertisers so we can align needs and deliver both audiences what they need to achieve their goals. Contact DMS today to learn how you can become a preferred publisher.

Already Work With DMS? We’d love for you to take a moment to cast your vote for us as your favorite CPA network. Vote here!

Want To Learn More? Check out our DMS Live podcast Health Insurance Customer Acquisition: Prepping for AEP/OEP.

 

Related posts:

  1. Perform[cb]’s New Mobile App For Partners Is A Game Changer Perform[cb]’s new mobile app for publishers and partners, PerformLEAP Partners,...
  2. CEO Interview: Dynu In Media Introducing Dynu In Media Pioneering affiliate marketing excellence in Vietnam...

Filed Under: Article, Default, Featured

About Scott Vogel, Digital Media Solutions

With more than a decade of experience in business development, ad technology, and lead generation across verticals, Scott Vogel knows what it takes to drive business growth and build client success on both the agency and publisher side. Launching his career in sales management, Scott shifted into business development in the hospitality and insurance sectors. Scott has honed his skills in lead generation in and out of traditional performance marketing roles, implementing digital advertising solutions for a variety of different enterprises.

In 2019, Scott brought his wealth of experience to Digital Media Solutions. As Vice President Of Health Insurance, Scott oversees all aspects of the insurance business unit including sales, search, and social marketing and operations. Scott’s energetic passion for digital marketing and industry expertise helps DMS deliver effective brand strategy, implementation, and quality performance in the health insurance space.

As a leader within the DMS Insurance division, Scott works to help DMS deliver customers and near customers to our nation’s largest insurers and their respective agent pools. By leveraging the DMS toolset, inclusive of the company’s first-party data asset, proprietary technology, expansive digital media reach, and data-driven processes, DMS helps health insurance advertisers scale their customer bases with reliable advertising ROI.

Search

ROS Col 2 Top

ROS Col 2 Mid

ROS Col 2 Low

Subscribe to our newsletter!

* indicates required

ROS Col 2 – 4 Misc

ROS Col 2 – 5 Misc

ROS Col 2 – 6 Misc

Recent Posts

  • How MyLead works, and what sets it apart from other affiliate networks?
  • You Can Build Successful Lead Partnerships! Here Are 5 Questions To Get You Started
  • How To Build Long-Term Partnerships For Success
  • Interview with Rakuten Advertising’s Managing Director of North America, Anthony Capano
  • How To Source, Vet & Grow Quality Publisher Partnerships For Pay-Per-Call
  • FTC Settlement With Credit Karma Underscores Agency Attention to A/B Testing
  • Rakuten Advertising named mThink’s Best Affiliate Network for 12 Consecutive Years
  • 2023: Challenges, Opportunities & Predictions
  • Top 4 Best Practices For Consumer Finance Campaigns
  • Four Moments That Changed Performance Marketing Forever
  • New additions, improvements, and added perks from your favorite CPA network
  • Your Top 5 Affiliate Marketing Questions Answered
  • 5 strategies to create better content
  • FCC Says Ringless Voicemails Require Prior Consent
  • Top 5 Free Methods to Increase Affiliate Traffic

About mThink

mThink is a specialist digital marketing company based in San Francisco. We focus on media buying, Facebook marketing, direct response, social and mobile. In addition mThink produces the annual Blue Book Rankings of major performance marketing networks. Read More »

Baseboard

Copyright ©2023 · mThink. All rights reserved.
3053 Fillmore Street, Suite 325 | (415) 787-0250
Disclaimer | Privacy Policy