CASE STUDY
Simplifying
healthcare
complexity
WORK
ilumed
PROJECT
ACO Reach — A New Medicare Model
SERVICES
PROVIDED
B2B Marketing
B2C Marketing
Strategy
Branding
SEO
Web Development
Thought Leadership
Media
The need
When ilumed had the ambitious task of introducing a new Medicare model, we crafted a joint B2B/B2C marketing strategy designed to simplify complexity and connect on the human level. We leveraged functional and emotional audience insights to make the model accessible and showcase ilumed’s value proposition to providers and patients alike, proving the power of balancing empathy with clarity.
What we did
The new model warranted a new website and content strategy. Our digital and creative teams focused on building a best-in-class website experience that simultaneously educated and engaged B2B and B2C audiences.
SEO played a key role in the new website copy and content strategy, helping to drive organic search results and position ilumed as a top-tier ACO REACH thought leader. We capitalized on ilumed’s combined 300 years of healthcare experience to create ghostwritten articles on every aspect of ACO REACH, from care delivery to financial stability, healthcare operations to health equity. We used content as a lead magnet for providers weighing which Medicare model to enroll in.
The Results
Providers fuel ilumed’s path to profitability. Having more contracted ilumed providers means serving more beneficiaries. At the same time, providers must clear a high bar to participate in the ACO REACH model. So we doubled down on attracting qualified provider leads to the site and saw a 37% increase in users and a 27% form-fill conversion rate, which led to almost one and a half times more year-over-year beneficiary growth.
27%
form-fill conversion rate
146%
year-over-year beneficiary growth
WHY THE CLIENT SMILED
“The Heinrich team killed it and I’m excited to see how we moved the needle this year.”
— Anthony Layfield, AVP at Humana
THE FULL
story
A new welcome mat
Healthcare providers and patients face the same challenge: a broken healthcare system. For providers, that means working harder for less money and worse outcomes. For patients, it’s worse experiences and outcomes for higher costs. ilumed heals healthcare from the inside out by creating more sustainable revenue streams, improving healthcare delivery, addressing health equity and reducing costs.
We saw that a new website would give us the chance to tell a new, simplified story, laying out a warm welcome mat for providers and patients by showing ilumed’s unique approach to healthcare delivery.
We developed a clear, accessible voice, speaking to providers’ and patients’ biggest pain points and how ilumed solves them. We brought ilumed’s commitment to empathy and data to life with succinct, yet compelling, copy that feels personal.
We designed the site to showcase ilumed’s expertise and commitment to patients. Animations and interactive elements deliver the story on ACO REACH and ilumed in bite-sized moments. Illustrations and iconography give the site a hand-drawn feel, subtly showing ilumed’s commitment to care in action.
Shifting provider’s minds and practices
Getting providers to pay attention is no easy feat—they’re so busy working in their practices they have almost no time to work on their practices. So we decided to harness the information that’s only in the ilumed team’s head when it comes to improving provider operations, finances and care delivery. As a result, ilumed has become a go-to destination for high-value, original content providers want and need to sustain their practices and improve patient outcomes.
We make it happen by interviewing ilumed’s internal subject-matter experts and drafting thought-leadership articles on their behalf. We take on the heavy lifting developing and executing the content marketing strategy so the ilumed team can focus on what they do best—supporting providers and patients. Meanwhile, ilumed’s leaders gain credibility and recognition in the sector as trusted experts in the ACO REACH model.
Powering ilumed’s position
Heinrich enhanced ilumed’s brand positioning with thoughtful, human-centered design, messaging and thought-leadership content. We used strategic audience insights, along with SEO, not just to move the needle on ilumed’s profitability but to supercharge it.