AllCare Health is an integrated health organization headquartered in Southern Oregon. Owned and led by community physicians, AllCare Health strives to make healthcare better and simpler for the people they serve. Rhythm began working with AllCare Health back in 2015 when the organization underwent a large rebranding effort which called for the consolidation of seven public-facing websites (each with a different look and feel) into one responsive website. Every website project presents a unique set of challenges, but when seven websites, a new brand, and open enrollment are involved, there is a lot to consider.
While the larger website was being planned, Rhythm launched a microsite to successfully introduce and explain the new AllCare Health brand and keep AllCare Health’s three main service lines (AllCare CCO – Medicaid plan; AllCare Advantage – Medicare plan; and AllCare PEBB – Public Employee plan) visible and accessible to the public during high-traffic Open Enrollment periods. Meanwhile, Rhythm's strategy team determined business and functional needs, operational opportunities, and most importantly, how to create an optimal user experience for AllCare Health’s current and prospective members. Rhythm developed of eight unique user personas that helped guide the creation of specific website content, navigational paths and would support the creative and targeting behind paid media campaigns.
For many health plan organizations, Medicare Open Enrollment marketing efforts are critical to achieving business goals. Beginning in 2017, Rhythm designed and managed targeted 2018 Open Enrollment omnichannel paid media campaigns spanning Facebook, Twitter, Instagram, Pandora, Hulu, Google Ad Network, programmatic and native ads. In only one quarter, paid media resulted in 39,000 new website visits, 294 form submits, 353 phone calls and 3,865 total enrollments, not to mention increased overall traffic to the website. The overall results of the 2018 Open Enrollment campaigns proved to be so successful that Rhythm will once again be creating and managing paid campaigns for 2019.
The team at Rhythm continues to optimize the AllCare Health website to ensure proper indexing by search engines and enhance the effectiveness of paid campaigns. By continually reviewing site analytics, employing search tools and uncovering opportunities via social monitoring, Rhythm provides AllCare Health with strategic direction on content creation for both the website and social channels, helping to drive more engagement, boost page rankings and increase site traffic.