Better Medicare Alliance Grassroots Campaign

The Challenge

The Better Medicare Alliance (BMA) needed to build public and political support to protect federal funding for Medicare Advantage—a privately administered, government-funded Medicare option that offers seniors additional benefits like fitness memberships and wellness programs. Our challenge was to engage seniors nationwide and mobilize them to influence Congress and the Centers for Medicare & Medicaid Services (CMS) at key moments.

The Solution

We launched a digital-first grassroots campaign that combined strategic audience research, smart advertising, and a frictionless user experience. At the core was a predictive engagement scoring system that tracked and weighted individual user actions, such as liking a Facebook post, visiting the website, signing a petition, or writing a letter to the editor. This scoring allowed us to segment audiences by engagement likelihood and tailor outreach accordingly.

My Role

As head of digital, I led strategy and execution across UX, advertising, and analytics; I designed the audience personas that became the initial target segments for the ad campaign; I oversaw creative operations and refined website design to better support advocacy goals.

Outcomes

We built a network of over 100,000 active senior advocates at a cost per acquisition far below traditional grassroots efforts. The campaign successfully demonstrated how data-driven targeting, research, and UX can drive large-scale civic action and influence public policy.