The Challenge
A healthcare marketing agency runs renewal and open enrollment campaigns for regional health insurers. Members receive a mailing or email with a personal link, visit a site built just for them, and confirm or compare their plan for the coming year.
Open enrollment is unforgiving. Dates are set by regulators and the insurers, campaigns start on different days in different regions, and member data arrives in waves as the season approaches. A site that is late, wrong, or slow does not just miss a deadline; it lands in front of members during the one window when their coverage decisions matter most.
The agency needed a partner that could:
- Stand up branded, personalized renewal sites for several insurers every year.
- Load, validate, and publish large member data files on a tight, predictable turnaround.
- Coordinate releases around staggered regional campaign windows.
- Protect sensitive member data at every step, from development through shutdown.
The Approach
BRIO built a delivery rhythm around the enrollment calendar itself. Each season starts in early summer with a scoped work order for every insurer program and a schedule that dates every dependency up front: final designs, a sample data file, and each production data file. Work is then delivered in staged releases, from design updates through data loads to go-live, with BRIO quality assurance, agency acceptance testing, and insurer acceptance testing at each step.
Rather than reinventing each site, BRIO turned the work into a reusable platform. When a new insurer program came on board, the team started from the proven renewal site, database, and import process, then applied the new insurer’s branding, data rules, and campaign settings.
The Solution
Personalized Renewal Sites: Each member arrives through a unique link, sees a recommended plan for the coming year, and can confirm it online in a few steps. An automatic confirmation email follows, and response data flows back for the agency’s reporting.
A Repeatable Data Pipeline: Insurer and agency files are imported, validated, and placed on a staging site for review within a committed turnaround of a few business days, with an expedited option when timing is tight. Single production files have exceeded 150,000 member records.
Built for Staggered Campaign Windows: Sites support different start and end dates by region and marketplace, and when enrollment closes for one region, its links can be redirected on schedule while others stay live.
Data Protection by Design: Production data is scrambled before it is ever used in development or testing, and test files are generated through automated pipelines rather than passed around by email.
Right-Sized for the Season: Cloud resources scale up for the enrollment rush and back down afterward, so the agency is not paying peak rates for a site that only needs to be fully live for a few months a year.
A Growing Set of Tools: Alongside the renewal sites, BRIO has built plan comparison tools for insurer call centers, a rates and benefits engine that turns quarterly rate filings into member-facing plan results, quoting tools, and event registration portals.
Technical foundation
- .NET web applications on Azure App Service with dev, staging, and production environments
- SQL databases with scripted, validated member data imports
- Azure DevOps repositories and release pipelines
- Transactional email for member confirmations
- Web analytics, DNS protection, and scheduled end-of-season redirects
The Impact
The partnership has become a fixture of the agency’s enrollment calendar:
- More than eleven years of continuous work, and more than 100 work orders delivered.
- Multiple insurer programs running each season on a shared, proven platform.
- Every renewal season delivered against fixed open enrollment deadlines.
- Recurring rate and benefits updates streamlined through scripted imports.
Brio Solutions is a talented team of strategists, designers, and developers that are a delight to work with and have successfully executed every digital challenge we’ve presented to them. Our direct marketing programs require microsites with extensive backend data engines. Brio not only supports the development and user flow of these sites, but also the analytical tools to accurately capture responses. We are fortunate to have Brio Solutions as a digital marketing partner!
CEO, healthcare marketing agency
Deadline-driven work rewards preparation more than heroics. By treating each season as a repeatable process, with dependencies dated, releases staged, and data handled the same careful way every time, the agency can promise its insurer clients a launch date and keep it.
