Every day, more than eleven thousand Americans turn 65. For most of them, that birthday comes with a mailbox full of plan brochures, a TV full of insurance ads and a decision that will shape their healthcare for the next year. Amma exists so nobody has to make that decision alone. Apollo Growth helps them reach the people who need it.
Medicare is a maze
Medicare isn’t one decision. It’s a series of them, and most people never stop to compare.
Americans turn 65 every day through 2027, the largest wave in U.S. history.
Alliance for Lifetime Income 55%of eligible Medicare beneficiaries are in Medicare Advantage plans in 2026.
KFF, 2026 ~32Medicare Advantage drug plans are available to the average beneficiary.
KFF, 2026 7 in 10beneficiaries did not compare coverage options during open enrollment.
KFF 82%of beneficiaries 85 and older did not compare plan options.
KFFTraditional Medicare or Medicare Advantage, which drug plan, which doctors are in network, and whether last year’s choice still makes sense this year. The people least likely to review their options are often the ones who need help most: older beneficiaries, people managing complex conditions and families juggling care for a parent.
A healthcare advocate for every American
Amma started from a simple question: what if every American had a healthcare advocate? The company matches patients and families with experienced advocates, typically nurses and care professionals, who guide them through complex medical journeys, from understanding coverage to finding in-network specialists and sorting out denials.
For people on Medicare and older adults with insurance questions, that means a real person who can explain what changed in their plan, what to ask and what to do next. Learn more about Amma.
Trust-first marketing for a high-stakes category
Healthcare advocacy is built on trust, so the marketing has to be too. Here’s what we build for Amma.
Insurance, denial, network and care-coordination angles, iterated batch after batch.
Advocate-led UGC scripts and storyboards delivered in monthly video batches.
Conversion-focused, state-specific and service-specific pages to match each ad angle.
A planned content calendar that keeps Amma helpful between campaigns.
Four angles, one promise: you don’t have to do this alone
A look at the Meta static ads we designed for Amma, organized by the insurance pain point each one answers. Every concept ships in feed, square, story and landscape sizes.
Turning plan confusion into a clear next step.
Meeting people at the moment insurance says no.
Taking the phone-call marathon off their plate.
Positioning the advocate as the care quarterback.
What healthcare-ready creative looks like
Marketing to people on Medicare comes with real responsibilities. These guardrails are built into every Amma asset.
Coverage language like “Coverage varies. Not insurer-affiliated.” is built into every layout, at every size.
Plan acceptance is stated precisely, and nothing implies government or insurer affiliation.
Large type, high contrast and one idea per ad, so the message lands at a glance.
Real situations and calm reassurance instead of scare tactics or urgency gimmicks.
“The opportunity isn’t to shout louder than every insurance ad on TV. It’s to be the calm, human voice people actually trust.”
5 lessons for healthcare marketers
A few things we’ve learned building trust-first creative for an older audience. Steal them.
- 01Lead with the question people are already asking.
The strongest hooks come straight from the questions advocates hear every week. If someone has typed it into a search bar, it belongs in the headline.
- 02Faces beat logos.
For an audience flooded with insurance ads, real people in real care moments earn more trust than polished brand graphics.
- 03Write for the caregiver too.
Many healthcare decisions are made with an adult child in the room. Speak to both.
- 04Time content to the calendar.
Open enrollment, turning 65 and plan-change letters are natural moments to show up with help, not hype.
- 05Compliance is a creative constraint, not a blocker.
Disclaimers, careful claims and accessibility rules shape the layout from the first sketch, so nothing gets watered down at review.
Built for open enrollment and beyond
With open enrollment running through December 7, the program is in its busiest season. Next up: more advocate voices on video, more caregiver-focused content, and fresh iterations on the angles that resonate most.
We help health, senior care and insurance-adjacent brands earn trust and grow with compliant creative, paid media and landing pages.
Questions, answered
What is a healthcare advocate?
A healthcare advocate is a professional, often a nurse or care professional, who helps patients and families understand their options, coordinate care and navigate insurance. Amma connects people directly with advocates.
When is Medicare open enrollment?
Medicare’s annual open enrollment period runs from October 15 to December 7 each year. It is the main window to review and change coverage. KFF has a helpful explainer.
What did Apollo Growth do for Amma?
We build Amma’s performance creative and content: Meta static ads across multiple insurance angles, advocate-led video scripts and storyboards, landing pages and an organic social calendar.
Can Apollo Growth help other healthcare brands?
Yes. We work with healthcare, health tech, senior care and insurance-adjacent brands on paid media, creative production, landing pages and lifecycle marketing, with compliance-aware review built into every step.
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