Case Study: Humana drives Medicare Advantage growth with Heinrich's The Whole You campaign

Humana drives 4,857 provider partner sales with Heinrich

The customer Humana needed to increase Medicare Advantage memberships by growing demand for its value-based care partners. The challenge was to connect with seniors in a crowded market, moving beyond transactional messaging to build trust and drive enrollment through an emotionally resonant campaign. Vendor Heinrich provided strategic planning, creative development, and integrated media services to address this.

Heinrich created "The Whole You" co-branded campaign, blending emotional storytelling with a hybrid media strategy across digital platforms like YouTube and Meta alongside offline channels like QR-enhanced direct mail. This approach guided seniors from awareness to action. The results were significant, with Heinrich's work attributing 4,857 partner sales, achieving over 1.64 million unique reaches, and delivering an 88.3% video completion rate on YouTube ads.

Humana