Aiden Launch · Campaign Brief

One play.Before AEP opens.

Get HPM’s Medicare and ACA agents to book a demo of Aiden before AEP opens. This page is the play: who, when, the message, the sequence, and how we’ll know. Every number below is a measure to watch, not a target. There is no Aiden baseline yet.

If you can take one thing off my mindbefore AEP, I'll listen.

Still in progress. Final build and final psychology are ongoing. This is where the work stands today.

The one play

Get HPM’s Medicare and ACA agents to book a demo of Aiden with RxCare before AEP opens (Oct 15).

It runs as one message across six channels:

the announcement
six feature emails
the Facebook page posts
one story video
the landing page as the hub
a single ask: Book a Demo, which goes to RxCare’s Calendly (Gus runs the demos)

Audience and moment

Who: HPM Direct Agents and Agency Partner downlines. They are warm: they know HPM, and Aiden is “available to HPM agents”. All thirteen archetypes are on Beneath the Surface, ranked. The launch leads with the Overwhelmed Solo Operator, the largest and most AEP-sensitive group, with the Veteran Builder close behind.

When: now, the pre-AEP window. The research says this is when agents evaluate tools. During AEP they don’t learn new software. So the ask is see it now, decide, never “be ready for AEP”.

The message

Spine: The relationship is already there (Gus’s V2 story). The agent already has the trusted advisory relationship. What’s missing is the persistent digital relationship that keeps members’ information connected and synced between reviews. Gus’s line carries it: an AI CRM that actually does the work. Aiden prepares the work. They make the decisions.

Why it can win: in the sampled public pages, every competitor sells capacity (more sales, hours back, all-in-one, AI-powered). None speaks to the relationship the agent has already built, to calm at AEP, or to pride in clients. Restraint is the differentiator, and it is the only voice the HPM gate allows anyway.

The proof is Gus’s named Medicare and ACA workflow: Daily Briefing, Smart Progress, the Virtual Assistant, Notetaker → Review & Confirm, Aiden Mobile (the Notetaker in the field), Medicare claims data through Blue Button, the AidenRx Savings API, AidenReach with Spark, the AEP Dashboard, and HPM Shop / Lucie Health. Each capability is shown after the agent’s own scene.

Objections the copy answers in Gus’s words:

switching (“do not have to begin with an empty CRM”)
the license (“Aiden prepares the analysis; the licensed agent approves the outcome”)
“how is this different from Spark?” (AidenReach uses Spark’s plan-disruption information)

The funnel and asset sequence

Step	When	Asset	Tracked link
1	Launch day	Announcement email: "You’ve been the CRM this whole time"	go.gethpm.com/aiden-demo-email
1	Launch day	Facebook page announcement post + the Video 1 story cut (the loop 5 revision, with Aiden Mobile; social 4:5 at the final pass)	go.gethpm.com/aiden-demo-fb
2	Every two to three days	Feature emails 1 to 6 (Daily Briefing, Virtual Assistant, Notetaker, Claims + Savings, AidenReach, AEP)	go.gethpm.com/aiden-demo-email
2	Alongside	The three concept posts (morning, work the book, AEP) + the Spark + AidenReach social ad	go.gethpm.com/aiden-demo-fb
3	Always on	The landing page (every email and post points at it or at the demo)	go.gethpm.com/aiden-demo-landing
4	Meetings / print	Slide 2 with the QR	go.gethpm.com/aiden-demo-qr
5	Landing + demo prep	Video 1 full trailer (the complete capability walkthrough) and Video 2	go.gethpm.com/aiden-demo-video

Email six (AEP) lands the week before AEP opens.

What to watch in week one

These are measures, not targets:

Demo bookings per channel. Link Studio clicks on each aiden-demo-* link, set against RxCare’s Calendly bookings (ask Gus for a weekly count).
Email: open rate on the announcement subject line, and click-through per email.
Landing page: visits, and the scroll depth to the first capability section.
Video: the three-second and completion rates on the story cut.
Replies and questions agents send, since these are the objection bank in real time.

What would change my mind

And how I’d find out cheaply.

If we see…	It probably means…	The week-one move
Clicks, but few bookings	Friction at booking, or demo capacity	Ask Gus how open the Calendly slots are; offer set times
Low email opens	The subject line isn’t landing	Split the next send between the "you’ve been the CRM" register and Gus’s product subject
Opens, but few clicks	The body goes cold after the ache	Shorten to the one-client story format, which read warmest in testing
“How is this different from Spark / what I have?”	The Spark answer isn’t visible enough	Lead a post with the Spark + AidenReach hand-off
Recording-consent or SMS / TCPA questions	A real, unanswered compliance worry	Get Gus’s answers into a one-page FAQ. The foundation doesn’t cover it, so copy can’t either
"Not before AEP"	The timing objection	Keep "see it now, decide after AEP"; hold feature emails 5 and 6 until December if needed

Open decisions

For Nick.

Which audience first: Direct Agents, Agency Partner downlines, or both on day one.
Email cadence: every two days or every three.
For Gus: Gus’s open questions live on the For Gus tab, where he can answer them one at a time or all at once.

Go deeper

Every tab in the dossier

Research, Beneath the Surface, Content Engine, Ad Studio, and the landing page itself.

Research Beneath the Surface Content Engine Ad Studio Landing page

What this means next

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