Each fall, during the Annual Enrollment Period (AEP)—a critical window when Medicare beneficiaries can change their coverage—brands flood the market with similar messaging, hoping to persuade consumers to make a switch. But historically, fewer than 3% actually do.
Until now.
During the most recent AEP, switching behavior rose to its highest level in years. According to Deft Research, Medicare Advantage switching climbed to 16%—its highest level since 2016—while Medicare Supplement switching cracked double digits for the first time in nearly a decade. Consumers are becoming more proactive and open to exploring their options.
Our client WPS Health Solutions, a trusted not-for-profit insurer in Wisconsin, recognized this shift early. They saw an opportunity to show up differently, with marketing that felt more human and more relevant to the real lives of Wisconsin seniors. So, they partnered with us to bring that refreshed brand to life during AEP in a way that felt approachable, clear, and easy to engage with.
What We Did
Together, we launched an integrated campaign to modernize outreach to individuals aged 65+ and reposition WPS as the plan for people who know what they want and are willing to switch to get it.
The campaign spanned broadcast, digital video, paid social and search, email , and personalized landing pages. The messaging and media were tailored to reflect what mattered most to these audiences—from Snowbirds seeking flexibility to people prioritizing simplicity and independence.
The creative strategy emphasized clarity and human connection, bringing a modern, optimistic tone to a category that often feels clinical and confusing. We built digital-first experiences that let consumers explore options in their own terms, positioning WPS as a fresh, trusted alternative.
“I had a pile of mail and decided to call WPS because I loved the marketing materials.” — Campaign Participant
What Happened
The campaign helped WPS cut through the noise and connect in ways that other brands didn’t.
- Customized landing pages were 125% more effective.
- Personalized creative —tailored to specific audience personas—outperformed general messaging by over 90%.
The results confirmed what we believed: when people feel seen, they engage.
“The TV commercials didn’t have any old people in them and the people looked like us.” — Campaign Participant
The Takeaway
By leaning into what makes people feel seen—personalized, modern marketing with a clear message—WPS shifted perceptions of what health insurance marketing can be.
In a crowded and often impersonal category, this campaign proved that simplifying a complex decision through audience insight, relevant messaging, and intuitive experiences can drive real, meaningful results.
“The results speak for themselves—the creative is fantastic, and our whole team is excited about where we’re headed next!” – Liz Reinertson, VP, Marketing & Communications, WPS
