Industry: Health Insurance

Here. Now. And Always.
Proving the value of a local plan.

A market leader with an 80+ year history, Blue Cross & Blue Shield of Rhode Island insured 52% of their state’s Medicare beneficiaries. That meant many prospects were overlooking the “same old” Blue Cross plan in favor of flashy new competitors. In addition, Blue Cross is still perceived by many to be a more expensive plan for the affluent.

How does a mature plan become fresh and relevant while reminding prospects that it serves the entire RI Medicare community with plans for everyone?

Launch an ominchannel campaign that proves Blue Cross has been an active, engaged, and significant part of the RI community — leading the way with access to high quality, affordable care “you shouldn’t live without.”

The Results

DMW’s “Here. Now. And Always.” campaign turned “local” into a benefit prospects could see, feel, and interact with. Authenticity played a key role featuring brick-and-mortar myBlue Stores, life moments in real locations throughout the state, and the promotion of 5-Star benefits designed exclusively for Rhode Islanders. Plus, the early adoption of “transcreation” ensured the core message was well-received by the Hispanic community.

In comparing year-over-year AEP campaigns, we delivered winning results within budget, plus generated 112% more leads than the forecast — and exceeded client enrollment goals.

Seize your local advantage. DMW can help generate more leads and grow market share for your regional plan.