For decades, Premera Blue Cross had been a dominant group health plan insurer, growing membership with virtually no advertising. Now they wanted to enter the highly competitive Medicare Advantage (MA) space, new territory that put them up against some highly recognizable, deep-pocket players. Premera needed smart strategy, great creative, and solid execution. They called on DMW to deliver.
Premera’s Medicare Advantage success story happened in two phases. For the first phase, Launch Year, DMW assisted Premera in conducting focus groups during which a range of DMW-provided themes were presented. The winning theme was “Fits Your Life.” Direct mail, collateral, print, and TV were created around this theme, all incorporating these Action-Brand™ elements:
Media Planning & Buying
Click to view TV spots
Response rates for this Seattle-based plan went higher than the Space Needle.
below target CPL
new members in year one
additional new members in year two
over plan lead volume
Netting 7,500 new Medicare members was just the first dose of good news for Washington's Leading health plan. It got even better.