VIVA Medicare: Winning Growth in a Volatile Market

The Medicare landscape has become increasingly competitive and increasingly unpredictable. Industry shifts intensified pressure on Medicare Advantage plans, raising the stakes for differentiation, retention, and growth. VIVA Medicare needed to expand its footprint despite tightening constraints, and CCG was brought in to sharpen strategy and strengthen VIVA’s position in a rapidly evolving market.

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Increase in Lead Volume

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Decrease in Cost-Per-Lead

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Increase in Enrollment Volume

The Challenge

Despite these headwinds, Viva Health still needed to grow:

Benefit Degradation: With fewer advantages to message, attracting and retaining members became more difficult.
Budget Cuts: Government cuts squeezed marketing budgets and reduced the ability to invest in benefit enhancements.
High-Stakes Enrollments: Medicare decisions became more complex, making trust, simplicity, and confidence essential to conversion.

The Solution

Building on more than a decade of partnership and deep category expertise, CCG and VIVA Medicare evolved the approach to compete smarter, not louder.

Smarter Predictive Targeting: Refreshed VIVA’s predictive model by expanding and refining data sets to improve targeting precision and forecast accuracy.
Trust-Building Messaging Refresh: Reevaluated creative and messaging to strengthen clarity and reinforce trust in a market shaped by growing skepticism.
High-Value Lead Generation Focus: Focused on higher-value audiences and optimized lead quality through the most relevant channels to drive stronger conversion.

The Result

Driving Results, Despite a Smaller Budget

CCG helped VIVA Medicare drive measurable growth in a volatile Medicare Advantage market — increasing YoY lead volume and improving lead quality, while reducing cost per lead by nearly one-third despite a smaller marketing budget.