Health insurance marketing is difficult: consumers are suspicious, government regulations are intense and the products are complicated. When marketing Medicare products to seniors, the pressure is always high – the selling season is short, the goals grow every year, and margins are under pressure from the federal government. We'll take you through a case study from Highmark, an independent licensee of the Blue Cross Blue Shield Association that markets Medicare insurance, and show you how to plan a campaign with multiple media channels and complex fulfillment issues. The secret is to start with the data and build your plan from there.