120% of enrollment goal

See More Results

The Challenge

BayCare Health System, the leading not-for-profit health care system in Tampa Bay, planned to join the nationwide movement to enter the Medicare Advantage (MA) marketplace as a provider-sponsored health plan. They had strong brand awareness and were highly regarded for care and customer service. But Florida is a highly competitive MA market, and the Tampa Bay area specifically was saturated with established Medicare plans. DMW was engaged early in the process to strategize, plan, and manage the launch of a new plan that would align insurance with delivery of care, extend the well-known BayCare brand, and enhance their healthy reputation.

The Solution

DMW took a deep dive, analyzing the competitive field and unique demographics for The Sunshine State, then developed an omni-channel, direct response campaign to: 1) Integrate the existing BayCare “Humanity at Work” brand into an Action Brand™ — dialing up benefit messaging, as well as offer and CTA elements; 2) Boldly stand apart from competitors: showcasing specific brand and plan benefits to attract shoppers and switchers, and; 3) Drive leads with a big splash and grab significant market share in the plan’s first Medicare Annual Election Period (AEP). We launched with high-impact, multi-touch direct mail, digital ads, DRTV, a preheat microsite, and print ads. All of which generated brand awareness, calls, clicks, seminar attendance, and in-person contact — and helped our client surpass their new member enrollment goal.

Baycare Solution
Digital Marketing

Digital Marketing

Action Brand

Action Brand

Direct Mail

Direct Mail

DRTV

DRTV

Website Design

Website Design

Baycare Results

The Results

DMW’s launch theme for BayCarePlus — “Change your plan. Change your life.” — forever changed the dynamics of the Medicare market in the Tampa Bay region. Our multimedia campaign captured thousands of high-quality leads, with an incredible 62% coming from direct mail. And, we helped BayCare exceed their enrollment goal by 20%! The prognosis: this new Medicare plan will have a long, successful life.

When a leading health care system joined a market full of Medicare plans, DMW’s launch campaign drove leads and scored market share.