2006 Press Releases
DMW Develops Winning "Celebrity Spokesperson" Television Commercial and Medicare Part D Web Site for Network Health Plan
Wayne, PA - May 16, 2006 - DMW, a direct response advertising agency, has developed a direct response television commercial and Website to support Network Health Plan's Medicare marketing efforts.
The direct response television (DRTV) spot called "Don't Look Too Far" targets seniors in the 13 counties surrounding the Green Bay, Wisconsin area that are eligible to enroll in Network Health Plan's Medicare Advantage PPO. The spot - a folksy revamping of an existing graphics-only effort - features retired Green Bay Packer, Max McGee. To compete head to head against big-name companies, the commercial focuses on the "local brand people know" endorsed by the local celebrity people know, like, and trust.
DMW developed the concept, provided script-to-screen execution, and handled media strategy and buys. The spot which is currently on air also ran during Packers' games during the 2005-2006 NFL season.
“Max McGee is a hometown hero here in Northeastern Wisconsin. Adding him to our commercial created a very powerful message about our niche as the local company that cares,” said Marcia Broeren, director of Medicare, Network Health Plan.
DMW also developed a Website for Network Health Plan, located at www.nppdrugplans.com, to help Medicare eligible seniors make informed decisions about the new Medicare Part D prescription drug benefit. The first phase of the Website was educational only (no enrollment capabilities). Its purpose was to introduce Network Health Plan and educate beneficiaries about Medicare Part D and their options. The second phase, which launched on November 15, 2005, offered enrollment (online and offline), a “what you save“ calculator, and comprehensive details about all available plans and options.
“The phased-in approach offered by the Website helped us to walk eligible beneficiaries through what was an otherwise complicated and confusing new option,” said Broeren.
About Network Health Plan
Network Health Plan (NHP) has been providing health care services to Northeast Wisconsin for more than 20 years. As a member of Affinity Health System, NHP provides comprehensive health care coverage to more than 72,000 members through partnerships with medical facilities, physicians, and other health care providers. Visit Network Health Plan's Website at www.networkhealth.com.
About DMW Worldwide LLC
DMW is a full-service direct response advertising agency with offices in Wayne, PA and Plymouth, MA. The agency provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Internet marketing. Industries served include insurance, healthcare, financial services, consumer products, B2B, and non-profit. Warren Hunter, president and CEO of DMW, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com. Visit DMW's Website at www.dmwdirect.com.