From 0-5% market share in 6 weeks

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The Challenge

When it comes to Medicare, people age 65+ have three options: 1) Original Medicare from the government; or 2) Medicare Supplements — private health insurance with more coverage, but much more expensive; or 3) Medicare Advantage plans — also private insurance with more coverage, but at lower monthly premiums than supplements). Nationally, about 33% enroll in MA plans. In Maryland it’s single digits, perhaps the worst market! In spite of that fact, Johns Hopkins still wanted to launch a new MA plan during the highly competitive Medicare Annual Enrollment Period (Oct 15 – Dec. 7). To succeed, they were going to need a powerful, proven engine.

The Solution

An Action Brand™ from DMW — a brand promise that goes beyond preference to generate response. First, we analyzed the Maryland market. Mapped the competitive landscape and demographic buying patterns. Then we built the new brand, Advantage MD, with a compelling value proposition that leveraged the local awareness of the Johns Hopkins name and its reputation for world-class health care. We launched with a multimedia campaign, including DRTV, direct mail series, website, display and Facebook ads, video-featured landing pages, sales collateral, fulfillment materials, and an enrollment kit. And after that successful launch, we continued to grow the brand from 0 to 14% market share in 36 months.

Johns Hopkins Advantage MD Solution
Action Brand

Action Brand

Direct Mail

Direct Mail

DRTV

DRTV

Website Design

Website Design

Digital Ads

Digital Ads

JHHC - Results

The Results

DMW’s launch campaign exceeded metrics on all levels! Lead goals were surpassed by 111%. Audience segmentation testing with tailored offers saw up to a 60% lift in response rates. Market share went from zero to 5% in the first six weeks. And, most importantly, 9,000 members enrolled in the new plan. Talk about a healthy outcome!

Launching a new brand in such a competitive landscape was a real big deal. But DMW brought a real big advantage… leading to real big results.