How do you get older adults who already have healthcare coverage to switch to a new HMO? You need to make a compelling case for services that their current plan doesn't offer. Research uncovered two vital features that were most important to retirees: out-of-area coverage and a 24/7 live help desk. Since MVP coverage offered these, they became the key messages of an integrated marketing campaign that drove attendance at informational meetings and boosted call volume—ultimately helping to achieve their enrollment goals.