Aetna SilverScript Plus is a high-end Medicare Part D prescription drug plan (PDP), at a cost over 10X more basic offerings. Given this, marketing support had been focused on SilverScript SmartRX, the more competitively priced Aetna PDP plan. To test the ability to drive SilverScript Plus enrollments, a more affluent, educated, digital-savvy audience of newly eligible seniors was identified. Using digital media only, including email, display and social, the goal was to drive site visits and achieve incremental SilverScript Plus enrollments. The acquisition program was also designed to gain learning to validate the audience model, gain creative insight via an A/B concept test, and optimize the digital media mix. The program delivered 7X the prior benchmark for digital PDP enrollments, generating 10X the revenue per member at a CPA much lower than that of the lower cost SmartRX PDP plan.
