The fastest growing segment of online technology adapters is seniors. They use the net to communicate, socialize and get information. WellCare followed these customers for Medicare plans online with a dedicated site, billboards and matching landing pages.

This DR strategy is much more cost efficient than traditional media and mail both for capturing leads and signing new members. It also allows WellCare to continually test messages and modalities to ensure their marketing matches what seniors are thinking about and looking for.