Merkle will lead the execution of integrated marketing campaigns for Medicare Annual Enrollment Period acquisition efforts

Merkle, a leading technology- enabled, data-driven performance marketing agency, has been chosen by Harvard Pilgrim Health Care, as its Medicare marketing agency of record. Under this agreement, Merkle’s Health Marketing Solutions group will lead the execution of integrated marketing campaigns supporting Harvard Pilgrim’s Medicare Annual Enrollment Period (AEP) acquisition efforts.

Within these marketing campaigns, Merkle will help to support several key areas for Harvard Pilgrim, including website development, direct mail creative and production, email creative and deployment, and display creative and search engine marketing. Merkle will also assist with digital and traditional media planning, campaign strategy, audience segmentation, and campaign reporting and analytics.

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“We selected Merkle as our agency of record because of their proven Medicare marketing expertise,” said Rick O’Connor, vice president and chief marketing officer of Harvard Pilgrim Health Care. “Through their innovative approach to people-based marketing, we will be able to fully transform our own strategic campaigns and improve the accountability and efficiency of our marketing investments.”

Merkle’s Health Marketing Solutions group generated $110 million in health-related revenue in 2019, coming off the back of a successful 2018 The agency ranked #15 in the Ad Age Agency Report 2019, as one of the “25 Largest U.S. Health Care Agency Networks,” and was also featured on the MM&M Top 100 Agency List.

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“We are thrilled to be named Harvard Pilgrim’s Medicare marketing agency of record,” said David Magrini, general manager of Merkle’s Health Marketing Solutions group. “Our focus on optimizing the customer-brand relationship and experience enables our clients to deliver messaging and content exactly how their audiences want it, while creating meaningful brand conversations that inspire better healthcare outcomes.”

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