The Challenge

A leading health insurance provider needed to expand enrollments in the highly competitive 65+ Medicare market. Traditional linear TV campaigns were delivering steady results, but there was an opportunity to scale efficiently by leaning into Connected TV (CTV). So we set out to grow enrollments at scale while maintaining cost efficiency in line with linear TV.

The Goal

Expand enrollments in the 65+ Medicare Advantage market by increasing the role of CTV as a primary channel, while keeping efficiency benchmarks in line with or better than linear TV performance.

The Strategy

To achieve this, the team executed a phased and data-driven approach:

• Scaling Investment Across Periods: CTV investment was expanded across consecutive half-years to build and sustain enrollment-driving volume.
• Optimizing for Efficiency: Campaigns were carefully optimized toward cost-per-unique-call (CPUC) to ensure efficiency while testing higher spend levels.
• Validating Year-Round Impact: The team maintained a strategic focus beyond the Annual Enrollment Period (AEP) to prove that CTV could drive growth all year long, not just during peak periods.

The Results

The impact of the CTV-led strategy was both immediate and sustained:

• 168% Growth in Calls: Unique, consumer-initiated calls surged across half-year periods (2H24 → 1H25).
• 15% Lower CPUC: Cost per call improved while demonstrating efficiency gains even while scaling.
• Momentum Beyond AEP: Growth continued outside the high-intensity AEP window, proving CTV’s value as a year-round driver of Medicare Advantage enrollments.

The Takeaway

By strategically scaling CTV investments, optimizing for cost efficiency, and validating performance beyond AEP, the campaign demonstrated CTV’s power as a sustainable enrollment engine in the 65+ market. The results prove that CTV can deliver both scale and efficiency, making it a critical growth channel for healthcare providers targeting Medicare Advantage enrollments.