OSF HealthCare is an integrated health system in Illinois. Following a national trend of health systems launching their own Medicare Advantage plans, OSF HealthCare turned to GKV to introduce OSF MedAdvantage. GKV was hired to develop and execute an integrated campaign to build awareness of the new plan and drive leads during the Medicare Annual Enrollment Period (AEP). The campaign consisted of TV, radio, newspaper, direct mail and outdoor advertising. It was successful in generating awareness of the new brand while also driving substantial enrollments in year one.