CASE STUDY
The whole story for
the whole you
WORK
Humana
PROJECT
The Whole You campaign
SERVICES
PROVIDED
Strategic Planning
Creative Development
Media Planning + Buying
Analytics + Optimization
Digital UX
Content Strategy + Development
The need
Humana was ready to increase its Medicare Advantage memberships—and to do that, we had to grow the demand for Humana’s value-based partners through a co-branded campaign to make seniors feel understood and heard. Our research showed that the competition was making seniors feel like a number—but after accomplishing so much in their lives they wanted a carrier that respected them and saw them for who they are. To do so, Humana needed an emotionally driven campaign to build trust and drive enrollment from awareness to action in a way that honors the whole person.
What we did
With over a decade of experience partnering with Humana, and extensive senior healthcare expertise, we were poised to create a campaign that’s authentic and drives results. “The Whole You,” was born as a co-branded campaign that brought Humana and its value-based care provider partners together through emotional storytelling and precision-targeted tactics. Our integrated media approach spanned Meta, Reddit and YouTube with video-content advertising, targeted display ads and social content. All of which were carefully designed to meet seniors where they are and guide them toward deeper engagement.
The Results
The client was ecstatic about the results, but not surprised—the campaign delivered impressive outcomes, far exceeding expectations across all metrics. With 4,857 Humana provider partner sales attributed to campaign activity and over 1.64 million unique reaches, Heinrich’s strategy proved effective, elbowing Humana to the front in a painfully competitive marketplace. By seamlessly blending emotion-filled storytelling with functional education across traditional and digital channels, we created an experience that felt natural, relatable and affirmational.
0.54%
click through rate on high-impact display
88.3%
video completion rate on YouTube ads
WHY THE CLIENT SMILED
“I view the Heinrich Humana marketing team as strategic and collaborative partners!”
—Humana Strategic Alliance Provider Partner
THE FULL
story
A deeper look at The Whole You campaign
We knew that a tailored hybrid journey and integrated media strategy could pave the way forward. The campaign set out to encompass the ethos of the name, the whole you, by reinforcing the idea that excellent Medicare marketing is about meeting seniors where they are, while respecting how they make healthcare decisions. And by embracing how seniors aged 65+ begin their healthcare journeys through familiar offline channels, we connected traditional and digital touchpoints into a fresh, novel approach. We got creative with how QR-enhanced direct mail pieces drove recipients to HealthThatCares.com, while digital out-of-home placements in grocery stores and high-traffic areas reinforced key messages organically.
Keeping seniors captivated on a whole new level
Seniors are increasingly tech savvy while they’re still responsive to other tactics, so it was important to tailor a hybrid approach. We focused the UX on strengthening engagement through relevant, appealing content that educated the audience while guiding them to our co-branded value proposition. And we developed educational video content that thoughtfully respected seniors’ decision-making pace and leveraging broadcast opportunities through TV interviews and radio segments. Every tactic was choreographed to dance in harmony, guiding seniors seamlessly from awareness to conversion. We elevated meaningful, quality connections between seniors and healthcare providers who truly see them as people and not just patients. Even the 1,735 QR code scans demonstrated successful offline-to-online conversion, driving a 2.6x increase in website engagement, which proved the value of thoughtful offline-to-online integration. Along the way we achieved an oh-so-sweet 88.3% video-completion rate on YouTube ads and generating 8+ million total impressions across channels.
The Heinrich effect
Our guiding light was the simple and profound truth that understanding people builds lasting trust and sets a higher bar for authentic, relationship-driven healthcare marketing. The enthusiastic feedback from both consumers and provider partners praised the collaborative approach and strategic partnership. A thoughtful, integrated campaign can resonate with today’s digitally-savvy seniors when it’s done intelligently and with compassion for who people are and why they matter.