AVMED
Increase IFP enrollments by putting people first
PROJECT GOAL
Increase Individual and Family Plan (IFP) enrollments to 17,500 in the first year
AvMed, a leading Florida health insurance carrier, has traditionally acquired most of its new individual and family (IFP) members through agents and brokers.
Amid an overhaul of core systems and the introduction of a new product to the Federally Facilitated Marketplace (FFM), AvMed ventured into direct-to-customer online enrollment.
Agency: Flint Group
Client: AvMed
My role: UX documentation and art direction
Our approach
We took a holistic approach to building AvMed as a growing organization.
Customer experience: Provide timely support when needed.
Employee experience: Attract and retain trusted employees who share our values.
Partner experience: Enhance omnichannel experiences for sustained growth.
Planning tactics around enrollment
Creating healthcare campaigns for open enrollment periods presents several challenges due to the complexity of healthcare information, the diversity of the target audience, and regulatory constraints.
The strategy included three phases for the introduction of content:
Awareness: AvMed’s brand was softly introduced to the IFP market.
Consideration: Introduced the details of the plan.
Enrollment: The messaging intent was focused on engagement, encouraging the audience to make a purchasing decision.
Website
AvMed requested a migration of their public website platform from Liferay to Umbraco CMS. Once the functional website was in place, Flint Group implemented improvements in design, usability, and functionality.
The user experience of the public website and customer service infrastructure was frustrating and difficult for customers to use.
The goal of the website updates was to provide guidance to reduce phone calls until their customer service could be improved.
Previous homepage
Homepage redesign
Visit avmed.org
Campaign landing pages: More than what meets the eye
Three main goals made this campaign a success:
Identified specific audience personas by name, still referenced in all tactics today.
Captured conversions through lead generation.
Used data-driven targeting to customize messaging, imagery, and language for each audience.
RESULT
The initial sales target was surpassed by 1,000, achieving over 18,500 enrollments for the new product.
