State Health Insurance Assistance Program

Expanded a program’s reach with strategic marketing

The State Health Insurance Assistance Program (SHIP) Technical Assistance Center first turned to Informatics for help enhancing its digital presence and raising awareness about its network of government-funded Medicare counseling and information services. As a federally funded program, the SHIP Center needed a marketing strategy that could reach their diverse audience and achieve multiple goals simultaneously.

Our web developers responded with a new website filled with personal testimonials and videos about SHIP. Our marketing experts built a multifaceted strategy, including SEO, Google Ads, social media, webinars, and videos, all designed to boost engagement with the program.

In the months that followed, our team launched digital ad campaigns promoting SHIP’s Medicare counseling services, and conducted comprehensive site crawls to find and resolve technical issues that could hinder the organization’s SEO performance. The SHIP Center's social media strategy targeted Facebook, with organic and paid content focused on motivating seniors and caregivers to visit the program website.

One of the biggest successes for SHIP involved its volunteer recruitment campaign. Backed by Informatics’ digital marketing support, the program easily passed the original campaign goal by 50% in just six months, and positioned SHIP for the kind of personalized service it was designed to offer.