Driving Explosive Growth

The Challenge

ATRIO Health Plans began as a local Medicare Advantage provider with aspirations to expand its footprint and member base. To succeed, the brand needed to establish stronger regional awareness, connect authentically with its audience, and compete effectively with national players.

Creative Vision

Over the course of four years, I developed and executed a comprehensive, integrated marketing strategy designed to deliver both immediate application growth and sustained long-term brand equity. The strategy emphasized tailored regional messaging that resonated with seniors and caregivers across ATRIO's legacy counties.

Execution

Designed and launched a fully integrated campaign including:

• TV and print advertising

• Direct mail

• Outdoor billboards and regional placements

• Digital (websites, social media ads, email campaigns, newsletters)

• Comprehensive sales support materials

Ensured a consistent brand voice across all channels, balancing credibility and trust with clear calls to action.

Results & Impact

• Sustained double-digit annual growth

• Achieved a 116% year-over-year increase in applications during campaign rollout

• Recognition as the fastest-growing

mid-sized Medicare Advantage plan in the U.S. for AEP 2024

"Shanks contributions to the whole organization, and most notably our Marketing &Sales strategies, have been instrumental to our incredible growth."