Driving Medicare Enrollment Through an Integrated “Let’s Talk” Campaign

Brand Strategy, Print & Digital Design, Experiential Marketing

With the launch of Medicare Part D (prescription drug plans), Humana needed an integrated campaign to:

Increase brand awareness
Communicate a clear, differentiated message
Drive enrollment in a highly competitive healthcare market

As part of this initiative, I worked across multiple design disciplines—including branding, print, digital, and experiential marketing—to bring Humana’s "Let’s Talk" campaign to life, helping to engage and educate Medicare-eligible seniors nationwide.

Challenge

Demystifying Medicare Part D – Research revealed that seniors were overwhelmed by complex insurance options and wanted straightforward, honest guidance.
Cutting Through the Competition – Humana needed to stand out in a market where multiple providers were launching aggressive enrollment campaigns.
Creating Multi-Touchpoint Engagement – To reach seniors effectively, the campaign required a mix of paid media, digital marketing, print, and in-person experiences.

My Role & Approach

Strategic Brand Positioning & Messaging

Developed the “Let’s Talk” campaign, a friendly, approachable brand message that positioned Humana as the go-to resource for simple Medicare answers.
Crafted consistent visual and messaging elements across all campaign touchpoints, ensuring brand cohesion.

Print & Digital Marketing Design

Designed TV, print, and direct response ads that simplified the Medicare conversation, making Humana’s offerings easy to understand.
Supported online enrollment efforts with engaging digital materials, driving more seniors to Humana’s website.

Experiential Marketing: “Let’s Talk” RV Tour

Helped execute a grassroots educational tour featuring 10 branded RVs, covering 110,000 miles across 550 cities to provide face-to-face Medicare guidance.
Designed marketing materials and on-site branding to ensure a consistent informational and interactive experience at every stop.

Results & Impact

Record-Breaking Online Enrollment – Following Humana’s direct response TV ads, the company enrolled more members online than any other Medicare provider.
3.8 Million New Members – The campaign successfully helped Humana jump from #7 to #2 in Medicare membership.
40,000+ Seniors Engaged – The RV tour allowed Humana to meet face-to-face with 40,000 seniors, spending an average of 27 minutes per interaction and generating significant press coverage.

Relevance

Although this campaign was executed years ago, it remains a valuable showcase of my ability to design for large-scale, integrated campaigns across multiple disciplines. It highlights my:

Experience working with a Fortune 100 brand
Expertise in the insurance & healthcare industry—a major focus of my career
Ability to integrate branding, digital, print, and experiential marketing into a seamless, high-impact strategy

This case study demonstrates my versatility in tackling complex, multi-channel design challenges, making it relevant for future insurance, healthcare, and brand engagement projects.

Driving Medicare Enrollment Through an Integrated “Let’s Talk” Campaign

Brand Strategy, Print & Digital Design, Experiential Marketing

With the launch of Medicare Part D (prescription drug plans), Humana needed an integrated campaign to:

Increase brand awareness

Communicate a clear, differentiated message

Drive enrollment in a highly competitive healthcare market

As part of this initiative, I worked across multiple design disciplines—including branding, print, digital, and experiential marketing—to bring Humana’s "Let’s Talk" campaign to life, helping to engage and educate Medicare-eligible seniors nationwide.

Challenge

Demystifying Medicare Part D – Research revealed that seniors were overwhelmed by complex insurance options and wanted straightforward, honest guidance.

Cutting Through the Competition – Humana needed to stand out in a market where multiple providers were launching aggressive enrollment campaigns.

Creating Multi-Touchpoint Engagement – To reach seniors effectively, the campaign required a mix of paid media, digital marketing, print, and in-person experiences.

My Role & Approach

Strategic Brand Positioning & Messaging

Developed the “Let’s Talk” campaign, a friendly, approachable brand message that positioned Humana as the go-to resource for simple Medicare answers.

Crafted consistent visual and messaging elements across all campaign touchpoints, ensuring brand cohesion.

Print & Digital Marketing Design

Designed TV, print, and direct response ads that simplified the Medicare conversation, making Humana’s offerings easy to understand.

Supported online enrollment efforts with engaging digital materials, driving more seniors to Humana’s website.

Experiential Marketing: “Let’s Talk” RV Tour

Helped execute a grassroots educational tour featuring 10 branded RVs, covering 110,000 miles across 550 cities to provide face-to-face Medicare guidance.

Designed marketing materials and on-site branding to ensure a consistent informational and interactive experience at every stop.

Results & Impact

Record-Breaking Online Enrollment – Following Humana’s direct response TV ads, the company enrolled more members online than any other Medicare provider.

3.8 Million New Members – The campaign successfully helped Humana jump from #7 to #2 in Medicare membership.

40,000+ Seniors Engaged – The RV tour allowed Humana to meet face-to-face with 40,000 seniors, spending an average of 27 minutes per interaction and generating significant press coverage.

Relevance

Although this campaign was executed years ago, it remains a valuable showcase of my ability to design for large-scale, integrated campaigns across multiple disciplines. It highlights my:

Experience working with a Fortune 100 brand

Expertise in the insurance & healthcare industry—a major focus of my career

Ability to integrate branding, digital, print, and experiential marketing into a seamless, high-impact strategy

This case study demonstrates my versatility in tackling complex, multi-channel design challenges, making it relevant for future insurance, healthcare, and brand engagement projects.