Centers for Medicare & MedicaidServices (CMS) Campaigns
Advertising
A selection of digital campaign overviews.
Team Hollie Ontrop (CD), Nani Suzuki (AD), James Patten (AD), Jackie Hahn (AD) Bret Gunter (CW) — Porter Novelli
Role Art Direction | Design
Centers for Medicare Services (CMS) is a federal agency within the United States Department of Health and Human Services (HHS) that provides health coverage to more than 100 million people through Medicare, Medicaid, the Children’s Health Insurance Program, and the Health Insurance Marketplace.
The creative delivery for CMS focuses on developing digital assets that run in paid search, display, demand gen, high impact, and social (Meta and Nextdoor). There are various print, radio, and TV assets developed as well, depending on the scope of the particular campaign. The campaigns run in the English General Market and are accompanied by concepts that are transcreated or developed new for a Spanish audience.
Campaigns I’ve worked on:
Open Enrollment (2024, 2025)
Fraud Prevention (2025)
New to Medicare (2025, 2026)
Medicare Diabetes Prevention Program (2026)
Open Enrollment 2025
CMS launches an Open Enrollment campaign every October to educate beneficiaries of the importance of reviewing upcoming year options and how they can compare health and drug plans to pick the best one for them. In 2025, we continued the well-established “review and compare prescription drug and health options” messaging with fresh visuals and new emphasis on “healthy living” messages.
Display Ads
Each banner concept runs in 7 different sizes. This is a sample of static banners and stills from animated banner concepts.
The display campaign delivered 1B impressions and 4.3M clicks, with the CTR at 0.41%, a 5% year-over-year increase, and a CPC of $1.06, improved from $1.27 year over year.
Social - Meta & Nextdoor
The social ads generated 881.4K clicks to the landing page at a 0.96% CTR. Conversion performance also saw a significant improvement year over year, with the conversion rate increasing by 137% to 1.89% in 2025, indicating strong traffic quality and improved user intent.
Demand Gen
Demand Gen continued to be a key activation for the OE 25 campaign, with its ability to drive both clicks and conversions.
High Impact
High-impact ads were successful in driving traffic to the landing page.
These campaign outcomes for each asset generally follow the same trend of successfully driving traffic to the intended CTA throughout the various CMS campaigns.
Fraud Prevention 2025
CMS launched a 2025 Health Care Fraud Prevention Outreach and Education Campaign in June to educate beneficiaries on how to protect themselves against fraud schemes through communications around how to spot, report, and prevent Medicare fraud.
Display Ads
Social - Meta & Nextdoor
Demand Gen
Campaign Outcome: The 2025 Medicare Fraud Prevention campaign was largely successful, reaching over 618.8M Americans with messaging raising awareness about how to spot, avoid, and report Medicare fraud scams. With 16% paid media budget increase, the campaign was able to increase reach by 42%.
New to Medicare 2026
The 2026 New to Medicare campaign aimed to drive awareness and inform those turning 65 of Medicare’s resources to help them get started with enrollment. The campaign communicated a general message to individuals seeking basic, introductory information about Medicare, including how to enroll, use Medicare, and get more information on health and prescription drug coverage.
Display Ads
Social - Meta & Nextdoor
Demand Gen
Campaign Outcome: Overall, the 2026 New to Medicare Campaign delivered on established objectives, garnering more than 1.39B impressions across tactics. The campaign was able to increase impressions, clicks, website visits, and email sign-ups compared to 2025, despite a slight decrease in budget.