From 0-14% market share in 36 months

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Industry: Health Insurance

Johns Hopkins Advantage MD: From Launch to Market Leader

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.

Action Brand

Action Brand

Direct Mail

Direct Mail

DRTV

DRTV

Website Design

Website Design

Digital Ads

Digital Ads

The Results

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.