The Medicare Supplement audience is known as a tough bunch. They’re willing to pay more, but they’re informed, engaged, and downright picky. Plus, Tufts’ competitor seemed to have them all locked up. Tufts Health Plan gave us a tough to-do list: Reach this audience, take market share…oh, and beat our control DM while you’re at it.
Segmentation. Based on market research, DMW developed a direct response campaign targeting a prime market segment named “Have It Alls.” These more affluent Medicare Supplement purchasers have shown that, when it comes to their health care, they want top quality and will pay top dollar. Based on this, DMW developed a campaign that had it all, a cross-channel effort that expertly fused print and online assets including a series of high-impact display ads. Knowing that this audience showed little inclination to read long copy, DMW created a leaner, “meaner” self-mailer to catch attention, then very quickly drove them to a landing page.
The DMW “Likes” segmentation campaign hit home literally and figuratively. It racked up response rates 5 times better than the control creative, and generated excellent conversion numbers. In fact, conversion to sales for the control were 13%, while our new campaign generated 22% — nearly double the results! What’s not to love about that?
conversion rate, double over control
response rate better than control
Not only did we persuade a smarter-than-average audience, we beat the creative control and took market share from our client's biggest competitor.