From 3,000 to 250,000 members

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The Challenge

Delta Dental, the largest dental benefits provider in the U.S., is the plan of choice for 60 million Americans who enjoy coverage through their employer. But what about the individual market, the millions of people who could benefit from affordable coverage, but don’t have an employer plan? The potential was certainly there. But reaching the individual market presented a two-fold challenge for Delta Dental: How do you sell directly to consumers? And how do you convince your nationwide affiliates that this is a good idea?

After looking at several agencies, Delta Dental decided that only DMW could fill a role like this.

The Solution

Our experience in the individual health insurance marketplace was a huge advantage. Still, finding lists of those who need dental insurance is simply not possible. We had to, if you will, drill deeper.

After a strategic exploration and analysis, DMW developed product positioning and a messaging platform. An initial direct mail test was planned, executed, and launched in 3 states. Based on the success of these initial tests, Delta Dental’s affiliates were convinced that this direct-to-consumer campaign had some teeth. From then on, we did what we do best:

We developed. We tested. We refined winning mail packages. We took Delta Dental beyond direct mail, first with DRTV, and then digital, growing across various channels including search, display, and Facebook. This fully strategized, omni-channel program not only sold the dental plan, it sold other regional Delta Dental plans on joining the new direct-to-consumer campaign.

Delta Dental Landing Page
Content Strategy

Content Strategy

Direct Mail

Direct Mail

DRTV

DRTV

Website Design

Website Design

Digital Ads

Digital Ads

Delta Dental Direct Mail

The Results

Smiles all around. This cross-channel campaign was a winner with:

  • Membership up 280% nationwide
  • DRTV delivering double the number of projected leads
  • Paid search beating annual target by 49%, with refinements cutting cost per click by 25%
  • Year over year digital enrollments up 91%
  • Plan growth from 3 states to 12

When Delta Dental wanted to grow their business by directly marketing to consumers, they went to an agency that knew the drill.