As we close out 2024, it feels natural to reflect on DMW’s exciting 40-year milestone anniversary. As the new year approaches, we have the opportunity to write the next chapter of a success story that’s been four decades in the making. But most importantly, this milestone lends credence to our work, giving our clients (and clients-to-be) peace of mind that we’ll always deliver on our commitment to their success.
So how did our humble response agency rise up to be a leading marketing solutions provider for the health insurance industry? Well, the story goes something like this …
When it all began
In 1984, Tom McClure founded The McClure Group in the Philadelphia ‘burbs. More than a direct mail agency from the get-go, its inaugural job was a direct TV (DRTV) spot. In 1988, Warren Hunter, a seasoned client-side insurance marketing pro, joined Tom as a senior partner. Together, they evolved The McClure Group into a full-service agency specializing in insurance and financial services.
The ‘90s was an era of mergers and acquisitions for many ad agencies, and McClure was no exception. DIMAC — formerly Direct Mail Corporation of America — went on a spree, acquiring direct marketing agencies and database and production firms around the U.S.
Thanks to the acquisition of Wilcox Associates in New York and The McClure Group in Philadelphia, DIMAC claimed the #1 spot on AdWeek’s list of the largest direct marketing agencies.
As we look back with nostalgia and look ahead with anticipation, our clients’ success is still our most important goal.
The period of growth and prosperity was relatively short-lived. A series of private equity companies took turns managing (and mismanaging) the organization. Ultimately, they “led” DIMAC Marketing Corporation into Chapter 11 and then Chapter 7 bankruptcy status. The surviving business units were put up for sale.
The good news? DMW (DIMAC, McClure, Wilcox), as we operate today, is the product of a timely management buyout engineered with the bankers who were brokering the sale of DIMAC assets. That buyout was initiated by a core group of dedicated DMW colleagues who saw an amazing opportunity to avoid liquidation, help preserve agency jobs, and make magic as a privately held response marketing agency.
Paving the way
Over those same four decades, the health care insurance industry saw an amazing amount of change. In 1984, the health care industry, as a whole, accounted for roughly 11% of U.S. gross domestic product (GDP). Today, that number nears 18%, and health insurers have had to keep up with the overwhelming demand tethered to that kind of growth.
When the first Medicare Advantage (MA) plans came to the market in the late ‘90s, DMW understood the impact they would have on the wave of soon-to-be-retiring Baby Boomers. Having already developed successful marketing strategies for Medicare supplement (Medigap) plans, DMW quickly expanded its expertise to include extensive multitouch, multichannel Annual Enrollment Period (AEP) campaigns infused with solid educational content to help consumers understand their new Medicare Advantage options — and help them enroll in our clients’ plans.
When it comes to working with our clients, we’re all in, all the time.
DMW also launched the first “New to Medicare” program, proactively marketing Medigap and Medicare Advantage plans to seniors approaching their 65th birthday.
Campaigns focused on the Special Enrollment Period (SEP), as well as marketing dual eligible special needs plans (DSNPs), and more followed suit.
Medicare — and more
But it wasn’t all Medicare. DMW had a front-row seat to the under-65 insurance action as well. We were there in 2008 when the Affordable Care Act (ACA) forced health plans to set up for the exchange — beginning the push to engage younger audiences where they lived: online. It was a true testing ground for online campaigns and multichannel efforts to generate awareness and drive leads and sales.
Although “DMW” has spelled success for clients in a variety of industries — financial services, health care, telecom, and more — DMW’s greatest success has been (and continues to be) in health insurance marketing, where we excel in creating a specialized marketing approach that meets the unique demands of the marketplace, its members, and its prospects alike.
Our marketing experience spans all audiences — under- and over-65 alike. We’ve worked with regional health plans, including 25 Blue plans, in nearly 50 states. We’ve also partnered with both CVS/SilverScript and Delta Dental.
Sticking with the principles of direct response
It occurs to me in today’s culture of “What have you done for me lately?” that longevity can feel irrelevant. But it’s precisely because of our 40+ years of experience that we can confidently explore opportunities to partner with new health plans.
Although we’ve grown with the times — for example, in 2023, we announced our game-changing partnership with Blend360, connecting best-in-class data science with our unmatched industry insights to give clients another edge in acquisition — our mission to help our clients enroll and retain more members hasn’t changed.
DMW’s tried and true principles of direct response remain relevant in today’s omnichannel marketing strategies: Produce creative that stands out and connects with local communities; match plan benefits with consumer needs; prove real “what’s-in-it-for-me” value; relay a clear and consistent message; and ultimately, motivate prospects to act — right now!
The more things change, the more they stay the same
As we look back with nostalgia and look ahead with anticipation, our clients’ success is still our most important goal. When it comes to working with our clients, we’re all in, all the time — as our Core Values state.
So, what’s a great 40th anniversary gift for the agency that seems to have everything? Your business, of course! We wouldn’t be here today without the excellent partnerships we have with you, our valued clients. We share your mission to enrich the local health insurance communities you serve, helping them grow and thrive. Together, we can exceed your goals for 2025 and beyond.