About This Project
Elderplan is a small, not-for-profit health plan that provides a variety of coverage for Medicare and/or Medicaid beneficiaries living in New York. An ad spend like the behemoth national plans that also operate in New York was not an option. Nor was creating me-too advertising that would become just more noise. Instead, GKV took Elderplan hyperlocal, relying on their long history and connection to the different boroughs, their understanding of the culture and values of each one and a strong community outreach program to create meaningful connections with people in the neighborhoods.