B2E Data Marketing took home three recognitions at the 2025 American Marketing Association (AMA) Iowa Chapter’s annual NOVA Awards, receiving a perfect score in the Integrated Marketing Campaign category. All three judges awarded B2E a perfect score of 10 for its work for a Midwest health insurance company – something AMA Iowa said is a first!
In addition, the campaign was recognized with a second-place win in the Digital Marketing category, and third place in Direct Marketing.
A panel of marketing professionals from 3 AMA chapters outside of Iowa served as judges, scoring entries based on the objectives, strategies, and tactics.
An Integrated, Journey-Aligned Strategy to Meet Ambitious Goals
The Midwest health insurance company, which offers Medicare Advantage plans, reimagined its approach to open enrollment marketing. Shifting from a fully outsourced model to a hybrid in-house strategy, the organization partnered with select agencies—including B2E Data Marketing—to take greater control of campaign execution and performance. With major changes in provider coverage expected to reshape the competitive landscape, the provider set goals for the 2025 Medicare Open Enrollment Period to not only retain 90% of its existing base, but add a significant number of new members.
To help achieve these goals, B2E helped to deploy a three-pronged omnichannel strategy, combining direct mail, targeted digital banners, and personalized email outreach. Messaging was aligned to each phase of the enrollment journey to guide consumers from consideration to decision. The campaign focused on Medicare-eligible individuals across all eligible state service areas, using tailored messaging for three distinct segments: new prospects, existing members, and former members identified for re-engagement.
Precision Targeting Meets Omnichannel Execution
During the 2025 Medicare enrollment period, the insurance provider and B2E Data Marketing launched a high-impact omnichannel campaign that reached approximately 200,000 Medicare-eligible individuals across the state. The audience mix included high-value prospects identified through B2E’s proprietary national consumer database, current members targeted for retention, and a segment of former members that the provider aimed to re-engage.
The campaign was built around a multi-touch cadence that included seven waves of direct mail, six strategically-timed email messages, and a targeted digital advertising effort powered by B2E’s MotusIP™ technology. This proprietary solution matched household addresses to IPs, enabling personalized banner ads to be served with precision. Over the course of the 60-day enrollment window, approximately 20,000 prospects received one tailored digital ad per day—ensuring consistent visibility and reinforcing campaign messages across channels.
This data-driven, layered approach was designed to do more than just reach the right audience—it was built to convert.
The trio of direct mail, email, and IP-targeted digital ads achieved a 4.5% lead conversion rate—which was a 150% lift over direct mail alone. Each channel drove measurable, incremental lift, underscoring the power of coordinated, cross-channel engagement.
In the end, the insurance provider exceeded its goals, converting 4,000 new Medicare Advantage members and retaining 96% of its existing members. The campaign validated the value of layered engagement in a crowded market and showed how data, technology, and strategic marketing touchpoints can effectively move people to action.
