Renown Health and its insurance subsidiary Hometown Health needed to reach the Medicare consumer population and targeted the 65+ segment with marketing programs that recognized that today’s seniors differ significantly from generations past. For one thing, they are pretty tech-savvy. Renown Health developed a three-part data-driven marketing strategy to: 1) identify which seniors are high-value prospects, 2) develop a value proposition appealing to these consumers, and 3) promote that value proposition to attract and engage them as customers. This session explores how Renown Health developed and launched this senior consumer microtargeting initiative. Using insights gained from consumer data and analytics, combined with tech-inclusive outreach tactics, the organization increased enrollment in Hometown Health by 12 percent and Medicare products by 7 percent, and is now better equipped to support its various evolving loyalty and consumer-driven programs.