MIAMI: UnitedHealthcare has brought on BodenPR to launch a Hispanic-focused Medicare campaign.
The agency launched the campaign, called Hay Más Adelante, in May. The year-long campaign involves a series of events aimed at educating multicultural seniors about Medicare.
BodenPR is tasked with running all PR around the campaign’s events, including local and national media relations efforts to increase engagement and attendance. The events run from May to October, when the annual enrollment period for the Affordable Care Act begins.
The agency will have four people dedicated to the campaign. BodenPR has worked in the national healthcare sphere before on a large healthcare campaign with Delta Dental.
"We have two key differentiators: our knowledge of Hispanic market, as it relates to different audiences in the Hispanic market; and we know the press inside out," said Natalie Boden, founder and MD of BodenPR. "We know what makes news to our media outlets and influencers."
The target markets for the campaign are Hispanic seniors and their caregivers. Boden said her team will focus on reaching them through radio and television.
"When we’re talking about the insurance industry, there are a lot of questions from the Hispanic market," Boden said. "It needs a lot of education, more than any other industry. [The campaign events] bring a really fun and different element to learning about Medicare."