Ad Brief: Medicare Benefits Quick Reference

Landing page: /lp/medicare-benefits-guide/ Topic page (SEO): /topics/medicare-benefits-review/ Resource page: /resources/medicare-benefits-quick-reference.html Form: Native HTML → lead-capture Edge Function

Topic Summary

Medicare coverage is Byzantine. Most families don't discover what's covered until they get the bill. Prior authorizations, enrollment windows, formulary changes, EOBs — it's designed for people who have time to figure it out, and nobody does.

This is a high-intent, problem-aware play. The topic page meets people at the confusion stage and gives them a structured way to organize their coverage. Averyn's benefits review support ($99 add-on or included in Expanded+) is the most directly monetizable tie-in — the reference primes the conversation by making the complexity visible and manageable.

Lead Magnet: Medicare Benefits Quick Reference

Printable interactive reference covering:

  1. Personal Medicare info section — Fill-in fields for Medicare ID, Part A/B effective dates, Part D plan, Medigap/Supplement info
  2. Part A/B coverage overview — At-a-glance summary of hospital and medical coverage
  3. 6 common coordination scenarios with gotcha alerts — Situations that often trip up families (e.g., Part B vs Medigap, prior auth timing, out-of-network referrals)
  4. Enrollment period timeline — The five enrollment periods mapped out with key dates
  5. "When to ask for help" checklist — Signals that suggest professional benefits review could save time and money
  6. Glossary — Plain-English definitions of Medicare terms (EOB, formulary, prior authorization, etc.)

Deliverables:

The gate (first name + email) earns the lead. The reference CTA in the respondent email and the printed QR code on the reference create re-engagement loops back to the topic page.

ICP Segment

Primary: Adult Child Managing Parent's Medicare (40–65)

Anyone actively managing a parent's Medicare — making insurance calls, sorting claims, navigating enrollment windows, or coordinating with providers about what's covered.

Who they are:

Where they are in the funnel:

Conversion path:

Secondary: Self-Primary Senior (65–80)

Older adults managing their own Medicare. Possibly overwhelmed by the system or recently transitioned from employer insurance.

Who they are:

Where they are in the funnel:

Platform: Meta (Facebook / Instagram)

Why Meta

Audience Configuration

Ad Set 1: Adult Children Managing Parent's Medicare (Primary)

Age: 40–65 Gender: All (slight female skew expected but don't restrict) Location: United States (or active service areas) Language: English

Detailed targeting — INCLUDE (OR logic, any match):

Detailed targeting — EXCLUDE:

Placements:

Optimization: Conversions → Lead event (fires on form submission via fbq('track', 'Lead')) Budget: $20–40/day. Scale based on cost-per-lead after 100+ leads.

Ad Set 2: Self-Primary Senior (Secondary)

Age: 65–80 Gender: All Location: United States

Detailed targeting — INCLUDE:

Detailed targeting — EXCLUDE:

Placements:

Optimization: Conversions → Lead event Budget: $10–20/day. Secondary audience — test and scale only if CPA is favorable.

Retargeting (all segments)

Custom Audiences:

Exclude: People who already submitted the lead form (create a Custom Audience from the Lead event)

Placements: Facebook Feed + Facebook Right Column Budget: $5–10/day

Ad Concepts

Concept 1: "Nobody Explains Medicare Until You Get the Bill" (Static)

Format: Single image, bold text overlay Audience: Ad Set 1 (primary), Ad Set 2 (secondary) Visual: Clean, data-forward layout. Large headline prominently displayed. Background: EOB, bill, or insurance paperwork aesthetic — not clinical, more "kitchen table with papers." Text on image: "Nobody explains Medicare until you get the bill." Subtext on image: "Get the reference that organizes it all." CTA button: "Get the free reference" Primary text: Prior authorizations, enrollment windows, formulary changes, EOBs — Medicare is designed for people who have time to figure it out, and nobody does. Our free printable reference organizes Part A/B coverage, 6 common gotcha scenarios, the enrollment timeline, and a "when to ask for help" checklist. One page. Plain English.

Concept 2: "The Enrollment Window Nobody Told You About" (Carousel)

Format: 5–6 slide carousel Audience: Ad Set 1 (primary) Visual: Walk through the 5 enrollment periods in simple, scannable slides. Each slide depicts one period with key dates and who it applies to. Clean typography, minimal imagery — calendar or timeline icons. Slide 1 headline: "Medicare has 5 enrollment periods. Most people only know about one." Slide 2: "Initial Enrollment — 7 months around your 65th birthday." Slide 3: "Annual Open Enrollment — Oct 15 – Dec 7. Part D & Advantage." Slide 4: "Medicare Advantage Open Enrollment — Jan 1 – Mar 31." Slide 5: "Special Enrollment — life events. And General Enrollment — Jan–Mar." Slide 6: "Miss the window? It costs you. Get the full timeline in our free reference." CTA button: "Get the free reference" Primary text: The enrollment windows nobody told you about. Medicare has five distinct periods — and missing one can mean months without coverage or higher premiums. Our free printable reference maps them all out, plus Part A/B overview, coordination gotchas, and a plain-English glossary. One page. Free.

Concept 3: "Prior Authorization: The Two Words That Cost Families Thousands" (Static — Emotional)

Format: Single image, emotional hook Audience: Ad Set 1 (primary) Visual: Warm, empathetic. Soft focus on a person at a desk or kitchen table — paperwork, phone. The feeling is "I've been there." Empathetic, not fear-mongering. Text on image: "Prior authorization. The two words that cost families thousands." Subtext on image: "Get the reference that shows you the gotchas before the bill." CTA button: "Get the free reference" Primary text: Prior authorization. Formulary changes. Coordination of benefits. Most families discover what Medicare covers — and doesn't — when the bill arrives. Our free printable reference covers 6 common coordination scenarios with gotcha alerts, plus Part A/B overview, enrollment timeline, and a "when to ask for help" checklist. Plain English. One page.

Concept 4: "Your Parent's Coverage, in One Page" (Static — Practical)

Format: Single image, reference-angle Audience: Ad Set 1 (primary), Ad Set 2 (secondary) Visual: Mock-up or stylized preview of the reference — clean, organized, fillable sections. The reference itself is the hero. Shows "Personal Medicare info," "Part A/B overview," "6 coordination scenarios," "Enrollment timeline," "When to ask for help." Text on image: "Your parent's coverage. In one page." Subtext on image: "Printable. Fillable. Plain English." CTA button: "Get the free reference" Primary text: Managing your parent's Medicare? Get our free printable reference — personal info section, Part A/B overview, 6 coordination scenarios with gotcha alerts, enrollment period timeline, "when to ask for help" checklist, and a glossary. Fill it in. Print it. Keep it handy. One page.

Concept 5: "Medicare in Plain English" (Video 15s)

Format: 15-second video or animated slides (Canva animation) Audience: Ad Set 1, Ad Set 2 Storyboard:

Design Notes for Canva

Metrics to Track

Metric Target Notes
CPL (Cost per Lead) < $10 Primary driver for scale decisions
Form rate Track % of LP visitors who submit Bench against caregiver burden (~5–15% typical)
Welcome email open rate Track Day 0 delivery confirmation
Day 3 email open rate Track Value follow-up engagement
Day 10 email open rate Track Soft pitch conversion signal
Reply rate Track Inbound interest from drip
Conversion to paid Track Reference → $99 benefits review or Expanded
QR traffic from print utm_source=medicare_benefits&utm_medium=print Re-engagement from printed reference
Ad Set 1 vs Ad Set 2 CPA Compare Scale primary, maintain secondary if favorable
Retargeting CPA Compare to cold Should be lower — warmer audience

Scale triggers: