Florida Blue × AYMI
Rebuilding a regional payer's Medicare Advantage and ACA growth into a market-by-market, compliance-first acquisition system.
The brief beneath the brief.
Florida Blue serves a dense, demographically varied state where Medicare Advantage and ACA demand swing market-by-market and the Annual Enrollment Period compresses the entire year's acquisition into eight weeks. A statewide media plan averaged across DMAs that behaved nothing alike, and CMS marketing rules constrained every claim and creative.
AYMI was brought in to rebuild acquisition into a market-by-market, compliance-first system tied to qualified leads and agent appointments — the metrics that actually convert to enrolled, retained members.
The Method, applied.
Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.
- Step 01Discovery
Decomposed statewide demand into DMA-level cohorts by age-in timing, dual-eligible status, and plan availability. Identified markets where spend was over-indexed against low-conversion demand and under-funded where qualified, appointment-ready prospects clustered.
- Step 02Strategy
Built market-by-market flights with budgets keyed to local conversion economics and the AEP clock. Structured a CMS-compliant creative review track up front so localized variants could ship fast without slipping out of regulatory register.
- Step 03Creative
Trust-led, community-anchored creative — local faces, plain-language benefits, and clear next steps to a licensed agent. A modular system flexed plan and market specifics while keeping required disclosures and CMS framing intact.
- Step 04Launch
Activated paid search, social, programmatic, addressable TV, and a KOL/community organic layer, with lead-quality and agent-appointment events instrumented per market for clean downstream attribution.
- Step 05Optimize
Weekly DMA-level reweighting against appointment-to-enrollment quality, not raw lead volume; concentrated spend into the markets and creatives producing retained members and pulled it from low-quality lead traps.
What the numbers carried.
Qualified Medicare Advantage leads grew while each enrollment cost less, because budget followed appointment-ready intent at the market level. More prospects booked time with an agent as creative routed them to a licensed conversation instead of a dead-end form.
More of those members renewed into a second year, and the market-by-market model now anchors Florida Blue's annual enrollment planning.
Related work
All work →
HealthcareOscar Health
Turning a six-week open-enrollment window into a compliant, intent-tiered acquisition system — measured to approved members, not clicks.
HealthcareCVS Health
Turning national retail-health scale into local-intent patient acquisition — booked visits, not impressions.
HealthcareUnitedHealth Group
Building one growth system across payer and provider lines — modeled to the stakeholder each conversion actually depends on.
Regulated by design. Where trust earns the conversion and the quarter earns the revenue.