Industry: Health Insurance
The target audience for “dual eligible” D-SNP health plans is a unique subset of the Medicare market. People on both Medicare and Medicaid tend to be skeptical of offers of assistance and wary of losing their current benefits by signing up for something new.
AmeriHealth Caritas came to DMW to help reach an underserved population that is easily overwhelmed by complicated health insurance information, but would be well-served to join their benefit-rich duals plan.
How do you approach an audience that relies so heavily on benefits they currently receive? How do you persuade them to sign up for THIS health plan? DMW made it easy for prospects to understand AND get excited about the opportunity to get even more benefits.
“Help Yourself” is an emotionally uplifting, multi-state outreach campaign that empowers this audience to do something they don’t often get to do: helping themselves to more of a good thing.
DMW’s approach was to sell visually, with simple wording and bright, uniquely ownable graphics and colors. The messaging features big, attractive numbers … so prospects don’t have to “do the math” after comprehending a laundry list of plan benefits.
The overall success of this clever and compelling story came down to a consistent “What’s in it for me?” message, empowering an audience that tends to feel overlooked.
Hear more about how the right creative approach can make all the difference when you need to hit your marketing goals.