Industry: Health Insurance
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 uncovered a challenge would be leveraging the highly respected Johns Hopkins parent brand – long tied to Baltimore — while convincingly communicating that this new brand included a comprehensive statewide network.
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.
reduction in digital CPL
lift in response rates