Win AEP 2025: A Digital Marketing Playbook You Can Still Use Now

We're in the middle of AEP, and it's not too late to move the numbers before December 7. You don't need a rebuild or a long onboarding cycle. You need targeted fixes you can deploy this week with the tools you already have. The goal is simple: more completed plans compared and more connections to licensed agents, without adding risk or blowing up budgets. This is digital marketing in healthcare; you can activate now.

If you're behind plan or want a clean finish, start here.

Quick Focus: Three Moves That Matter

• Speed and clarity on top landing pages
• Simple, local benefits with one clear CTA
• Clean call routing aligned to staffed hours and licenses

If you need help mid AEP, Mirra Health Care runs a rapid diagnostic and activates fast, so you see movement within days. Details below.

Diagnose in 48 Hours

Use the last seven days as your benchmark. Pull these five metrics and flag anything in red.

1. Page load time on top landing pages

Target: under 2.5s on mobile. If slower, compress images, defer noncritical scripts, and remove render-blocking elements.

2. Plan compare completion rate

Target: 40%+ from start to finish, where plan mix allows. If lower, simplify steps and reduce optional fields.

3. Click to call and connect with licensed agents

Target: 55%+ connect rate during staffed hours. If lower, run call-only ads only when agents are available and route by state license.

4. Average speed of answer (ASA) and abandonment

Target: ASA under 90 seconds and abandonment under 5–8%. If higher, throttle bids, open callbacks, or extend staffing windows.

5. Cost per enrollment by ZIP or county

Target: within 30% of your program median. If pockets are much higher, narrow targeting to ZIPs with substantial plan benefits and proven conversion.

Fix This Week 

These changes don't require a rebuild. Just focused execution

1. Speed and clarity

• Replace heavy hero images; defer third-party scripts; remove nonessential popups.
• One primary CTA above the fold: "Compare plans" or "Call a licensed agent."
• Headline format: "Plans in [CITY/COUNTY]: $0 premium and dental" (swap in your top local benefit).

2. Personalization without heavy tools

• Pass ZIP in the ad URL and prefill ZIP on the landing page.
• Show the top benefit for that ZIP. Keep forms to essentials (name, ZIP, phone/email).
• Keep a visible call button on screen as the user scrolls.

3. Retarget abandoners

• Segment: started comparing but didn't finish; tapped "call" but didn't connect.
• Retarget with the last viewed benefit. If consent exists, send an email/SMS within 30 minutes while intent is warm.

4. Call routing that matches staffing

• Run call only ads during licensed agent hours and route by state license.
• If ASA rises above 90 seconds, open callbacks or slots and throttle bids until queues normalize.
• Display expected wait times during open hours to reduce confusion and hangups.

5. Compliance guardrails

• Use CMS approved copy and disclaimers.
• Keep consent language visible and log opt-outs immediately.
• Route any benefit language changes through reviewer workflows.

Compliance and trust go hand in hand during AEP. Read more on why claims accuracy and denial prevention matter most for member trust in AEP 2025.

Digital Marketing in Healthcare: The AEP Conversion Math

Start with the numbers, then fix the steps. Use your last 7 days as the benchmark and improve from there.

Metrics that matter right now

• Cost per lead and cost per enrollment
• Landing page load time and bounce rate
• Drop off on the plan compare
• Call connect rate to licensed agents
• Time to first response on calls and chats

Funnel steps and what each involves

1. Click from search or social

What it involves: intent terms, clean ad copy, and local benefit mention.

2. Landing page view

What it involves: fast page, ZIP prefill, one clear CTA above the fold.

3. Plan compare or eligibility check

What it involves: short form, single path to compare, and show a recommended plan first

4. Call or chat with a licensed agent

What it involves: staffed hours alignment, visible call button, and queue routing by license.

5. Completed enrollment

What it involves: clear next steps, minimal re-entry of data, and recorded consent.

What small improvements can deliver?

• Cutting load time from 4s to 2s commonly lowers bounce for seniors on mobile.
• A single plan compare path reduces confusion and can lower drop off by 10 to 20 percent by removing extra clicks and fields, and by keeping the primary CTA visible.
• Routing calls directly to licensed agents during peak hours raises connect rates when queues and staffing line up.
• Retargeting abandoners increases returns when you mirror the last benefit they viewed.

How to retarget abandoners this week

• Tag key events: plan_compare_start, plan_compare_complete, call_click, call_connected.
• Build two audiences: started comparing but not completed, clicked call but not connected.
• Trigger consent-based SMS or email within 30 minutes, or run retargeting ads that show the same benefit. Use one CTA: Call a licensed agent.

What to fix first this week

• Speed up top landing pages. Target under 2.5 seconds on mobile.
• Put one primary CTA above the fold: Compare plans or call a licensed agent.
• Add ZIP and one local benefit in the headline. Keep copy short and readable.
• Action: Create the "started compare, not complete" audience using the events above.
• Action: Set up call-only ads for staffed windows.
• Action: Add a clear consent line and compliance disclaimers on touched assets.

These ranges are typical observations in active AEP programs; actual results vary by plan and market.

Hyper-Personalized Targeting That Converts

Personalization should be simple, compliant, and fast to launch. Use the data you already have and keep messages local and clear.

Data to use for personalization

• First party with consent: ZIP or county, age band, contact preference
• Website events: plan_compare_start, plan_compare_complete, call_click, call_connected
• Last benefit viewed on site: dental, OTC, $0 premium, vision, prescriptions

Targeting You Can Launch Now

1. What "high intent" means

• Keywords: medicare advantage plans near me, AEP deadline, medicare plan compare, best medicare plan, medicare advantage with dental
• Behaviors: plan compare started, call button clicked, contact page visited

Where to focus

• ZIP and county clusters with substantial plan benefits or past conversion, where allowed and compliant
• Cohorts with precise needs: dual eligible seniors, chronic condition groups, veterans, caregivers
• Abandoners: started comparing but not complete, clicked call but not connected

How to build the segments this week

• Tag events listed above
• Create two audiences: compare started not complete, call click not connected.
• Re-engage within 30 minutes using consent-based SMS or email, or retargeting ads that mirror the last benefit viewed.
• Guardrails: honor opt-outs immediately, use frequency caps, keep claims CMS compliant.

How to personalize the message

Keep it local and single-minded: one benefit, one CTA, one deadline reminder.

Search ad example

• Headline: Medicare Advantage Plans in [CITY]
• Line: $0 premium options and dental available
• CTA: Call a licensed agent

Social ad example

• Text: Seniors in [COUNTY], see plans with dental and OTC
• Creative: large text, one benefit, December 7 reminder
• CTA: Call now

SMS example (consent required)

• "[First name], see [COUNTY] plans with $0 premium and dental. Talk to a licensed agent: [tel:]"

Website experience to support personalization

• Prefill ZIP from ad URL parameter (for example, ?zip=33101)
• Keep forms short. Ask only what is needed to show plans or route calls
• Keep a visible "Call a licensed agent" button fixed on mobile while scrolling

This keeps personalization compliant, quick to deploy, and focused on intent and location so you can move numbers before December 7.

For a deeper dive into lead generation strategies that work across healthcare verticals, read Mirra's top 6 lead generation strategies.

Channel Playbook 2025 for Digital Marketing in Healthcare

You have your targeting and messages. Now pick the few channels that deliver them fastest during AEP. Seniors research across search, plan sites, and social, and many still complete by phone. See multi-channel behavior in older adults from Think with Google¹ and omnichannel engagement from McKinsey Health Institute.²

Paid search and LSAs

Action: Capture high intent on AEP and benefit terms in top ZIPs. Add call only during staffed hours.

Metric: impression share and cost per enrollment.

Retargeting and CRM

Action: Show the same benefit users viewed and bring abandoners back within 30 minutes when consent exists.

Metric: recovered enrollments and calls from retargeted users.

Social for seniors and caregivers

Action: Short videos or carousels with one benefit, one CTA, and a deadline cue.

Metric: click-to-call rate and assisted conversions.

Email and SMS

Action: Send simple, consent-based messages to known contacts with a direct call button and local benefit.

Metric: responses in the first two hours and completed calls.

Website and local presence

Action: Prefill ZIP and keep forms short. Update Google Business Profile with hours and a call button.

Metric: plan compare completion rate and click to call from GBP.

Operating rhythm for mid AEP

• Shift 15 to 20 percent of the budget daily to the best ZIPs, keywords, and creatives.
• Review call recordings and fix friction fast.
• Refresh creatives every 5 to 7 days.
• Keep compliance checks tight on every change.

Where Mirra HealthCare fits: Rapid audit to find bottlenecks, launch ZIP-level campaigns, connect to call routing, and provide daily CPL and CPA by county so you can reallocate with confidence.

Digital Marketing Decision Matrix for Payers

Pick one mode based on today's numbers. Reallocate with discipline after at least a full weekday's data or 30–50 conversions.

Turnaround Mode

Use when CPA is rising or enrollments are behind.

Mix: 70% high intent search and call only, 30% retargeting and CRM.

Guardrails: Minimum volume for retargeting and CRM (5–10k monthly sessions or sizable consented lists). Staffed hour budgets only. Monitor connect rate, cost per enrollment, abandonment rate, and average speed of answer.

Efficiency Mode

Use when the budget is tight and the CRM is healthy.

Mix: 30% brand and high intent search, 70% CRM retargeting, email, and consented SMS.

Guardrails: Verify list health first (deliverability, recency, consent). If weak, shift 10–20% back to search. Enforce frequency caps and immediate opt-out logging. Watch the CPL and opt-out rate.

Capacity Mode

Use when agent availability is limited.

Mix: Call only during staffed hours, callbacks or scheduler for off-hours, narrow ZIP targeting.

Guardrails: Set hourly budgets by staffing forecast. Targets for average speed of answer and abandonment rate. If queues spike, throttle bids.

New Market Push

Use for select ZIP or county launches.

Mix: search on local benefit terms, simple local landing, Google Business Profile updates.

Guardrails: CMS compliant claims and disclaimers per locality. Unique tracking per county. Watch the county-level CPL and plan completion comparison.

Measurement discipline for all modes 

• Make budget shifts after at least a full weekday's data per cell or 30–50 conversions, unless performance is clearly broken.
• Align attribution windows across channels to avoid double-counting.
• Ensure senior-friendly UX basics on every landing page: larger fonts, high contrast, and a clear call button.

How Mirra Health Care Helps Mid AEP

You need fast activation, clean routing, and transparent reporting. Here is precisely what Mirra Health Care handles mid AEP.

In 48 hours

• Rapid funnel check on first screen, plan compare, and click to call
• High intent search and call only setup in priority ZIPs or counties
• Call routing aligned to staffed hours and state licenses

Week one

• Localized ad and landing alignment were allowed
• Abandoner recovery using consented channels only
• Daily county and ZIP reporting on CPL and cost per enrollment

How we work

• Use your existing ad accounts and analytics
• Coordinate with your call center on staffing windows and routing rules
• Share simple, action-focused updates you can approve the same day

Guardrails

• CMS compliant language and consent flows
• Immediate opt-out logging
• Senior-friendly mobile basics

Next step

Request a 48-hour funnel review, and we will identify three changes to deploy this week.

Read more AEP strategies and case studies on the Mirra Health Care insights page.

Conclusion

AEP is still in play. You do not need a rebuild. You need a partner who can act fast, stay compliant, and show progress clearly. Mirra Health Care runs a 48-hour diagnostic, activates priority ZIP campaigns and clean call routing in week one, and shares plain language daily reporting so you can shift budget with confidence. This is digital marketing in healthcare built for AEP timelines.

Request a Custom Audit of Your Current AEP Digital Campaigns

Reference

1. Think with Google

2. McKinsey Health Institute