Industry: Health Insurance
Johns Hopkins Health System wanted to launch a new Medicare Advantage (MA) plan in Maryland. Unlike most states, which have roughly a 30% MA penetration, Maryland was single digit, with Medicare Supplement plans “owning” the marketplace. Plus, research revealed there would be a challenge leveraging the highly respected Johns Hopkins parent brand — long tied to Baltimore — while convincingly communicating that this new brand included a comprehensive statewide network.
DMW’s Action Brand™ discipline generated a new marketplace presence — Advantage MD — with a unique product name, brand image, and value proposition that grew to 14% market share in just 36 months!
Launch Year surpassed AEP lead goals by 111%, audience segmentation provided up to a 60% response lift, and market share zoomed from zero to 5% in the first six weeks!
Year over year, our multichannel campaigns produced outstanding results … like a 56% increase in membership compared to competitive plans. Direct mail generating 65% more leads vs. projections. And more!
Get the full story on creating this Action Brand and how segmentation boosted YoY growth.
reduction in digital CPL
lead goals
lift in response rates