Despite many years advocating for quality care and services for elderly and disabled Americans, the American Health Care Association (AHCA) has faced reputational misperceptions. AHCA asked Adfero to help combat these misperceptions by highlighting the association’s provision of resources to those pursuing long term care coverage.
Having previously created a number of stand-alone resource materials for Care Conversations – AHCA’s consumer-facing arm – we recommended bringing these materials together to create a personalized, interactive tool that facilitates long term care conversations and offers state associations valuable resources. Users of the tool answer a series of questions, which guides them toward a custom toolkit that they can use to start conversations and make informed long term care decisions.
To test the results, we ran a four-week pilot campaign in a few key states, where we worked with AHCA and the state associations to create customized state-specific content and implement a paid promotion strategy. The pilot campaign drove 2,353 site visits and generated 115 submissions.