Industry: Health Insurance
BayCare, the leading not-for-profit health care system in Tampa Bay, planned to join the nationwide movement to enter the Medicare Advantage (MA) marketplace as a provider-sponsored health plan. They had strong brand awareness and were highly regarded for care and customer service. But Florida is one of the nation’s most competitive MA markets, and the Tampa Bay area is saturated with well-established Medicare plans. DMW was engaged early in the process to strategize, plan, and manage the launch of a new plan that would align insurance with delivery of care and extend the well-known BayCare brand.
DMW’s launch theme for BayCarePlus “Change your plan. Change your life” forever changed the dynamics of the Medicare market in the region. Leveraging the strong brand equity of the BayCare health system, our multimedia campaign for the new MA plan captured thousands of high-quality leads — beyond brand impressions, clicks and views. Critically, BayCare exceeded their enrollment goal by 20%!
In year 3, BayCare refreshed the parent brand. To reflect the new design iteration, while generating the strongest possible market response, DMW implemented our Action Brand™ discipline. Our new campaign continued leveraging the parent brand halo, while furthering the distinct identity of the MA plan, and delivered a 35% growth in new members YoY. In just three years, DMW-created campaigns have generated 9,888 new members. The prognosis: This new Medicare plan will have a long, successful life.
Make a splash with your new plan! DMW can help with competitive analysis, plan development, marketing strategy, rollout, and more!
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new member growth YoY