Health Plan Scales, Optimizes Out-Of-Home Medicare Campaigns | Healthcare
7/14/2025
RRD’s proprietary ConnectOne Storefront℠ portal enables health plan to reach target audience with timely, accessible information
CHALLENGE
A leading health plan sought to deliver hundreds of hyper-local, compliant, and visually compelling Medicare campaign assets to markets across the United States. Their goal was to reach seniors with clear messaging about local Medicare plan benefits by out-of-home (OOH) channels, including billboards, transit ads, and other public placements.
However, the health plan faced significant internal hurdles due to their existing use of spreadsheets and manual processes. Each OOH campaign had countless variables, from logos, headlines, and plan details to language translations and asset dimensions. Every variation had to reflect the benefits of specific plans in distinct geographies. The manual workflows and spreadsheets involved slowed down the process, putting the team at increased risk for errors and missed deadlines.
In addition, tight timelines and CMS compliance requirements put severe pressure on the organization’s marketing operations team. They had to move quickly to generate print- and digital-ready assets, but lacked the internal resources to do so.
SOLUTION
The organization entrusted RRD, a trusted partner with a proven track record with other payer marketing teams. RRD proposed the implementation of ConnectOne Storefront℠, a proprietary self-service web-to-print and e-commerce platform designed to simplify the communications production process.
Storefront enabled the organization to transform and improve their operations via:
- Easy setup: Custom templates were created for quick and scalable asset generation, relieving the marketing team of tracking down brand elements or deciphering complex spreadsheets. Additionally, the self-service platform made it easy to create and order new billboards and other OOH advertisements.
- Simplified proofing: The platform centralized asset review and approvals, allowing the team to easily implement immediate edits in response to strategy or compliance changes.
- Streamlined submission: Storefront enables the efficient generation, proofing, and submission of highly versioned assets.
RESULTS
RRD’s deployment of ConnectOne Storefront enabled the organization to reach their target market with clear, timely, and accessible information about available Medicare benefits — without the operational delay of outdated processes.
Specific results included:
- Faster speed to market: Turnaround times drastically improved, enabling the plan to respond to market intelligence faster than ever
- Increased efficiency: More than 500 versions of assets — across various markets, languages, and specs — were generated, proofed, and submitted efficiently through the platform
- Improved accuracy: Centralized asset creation and approval reduced errors and compliance risks
- Scalable success: What once was an ongoing version-control challenge became a scalable, repeatable process — allowing the plan to confidently manage future campaigns
- Empowered team: The automation of routine tasks enabled the marketing team to now focus on strategy, creative refinement, and cross-functional collaboration