Baltimore-Based GKV to Create a New Medicare Open Enrollment Campaign for Blue Shield of California

Based on its extensive experience in the senior health insurance arena, GKV has been selected by Blue Shield of California to develop an integrated campaign for the 2013 Medicare Annual Enrollment Period (AEP), which begins on October 15 and ends on December 7.

Initially, GKV will focus on developing and executing an overall marketing strategy to help the California health insurance company increase its Medicare Advantage members during the upcoming AEP, which allows Medicare beneficiaries to switch to a new plan based on his/her changing health or prescription needs. A second project involves an integrated marketing effort for California residents who will become Medicare eligible during 2014.

“Medicare is unique in that every year around October through December, Medicare beneficiaries can select a new Medicare plan,” said Garry Raim, Executive Vice President at GKV. “Our goal is to help Blue Shield of California provide information about its competitive Medicare Advantage plan to the estimated 5 million Californians who are eligible for Medicare.”

Baltimore-based agency GKV is creating a series of traditional and direct marketing elements, such as television, direct mail, newspaper ads and freestanding inserts, plus collateral materials. The campaign will be designed to encourage people to call or attend a free informational seminar to learn more about the Medicare Advantage plan from Blue Shield of California. GKV also is creating a Broker Tool Kit that approved health insurance brokers can customize and use in consumer outreach.

In addition to the Medicare open enrollment project, GKV is developing a multi-step direct marketing campaign for individuals who will “age in” to Medicare eligibility when they turn 65-years-old in 2014.  This multi-media campaign will include direct mail, search, digital advertising and a microsite with information about the full spectrum of plans offered by Blue Shield, including Medicare Advantage, Medicare Supplemental and prescription Drug Plans.

GKV has created comprehensive marketing, grassroots and experiential campaigns to raise awareness about and increase enrollment in state- and federal- Medicare and Medicaid programs. To learn more about GKV and its health insurance, Medicare and Medicaid experience, please visit