Creating States of Excitement

Industry: Health Insurance

Making a STATE-ment:
Getting creative to win local markets.

MediGold is a Medicare health plan offered in five states through partnerships with seven different regional health systems. Each system is well known in their region. MediGold is less well known as it expands from its home base in Ohio, and may be totally unknown in some areas.

To grow market share, they needed to authentically stand out as a local entity in each specific state AND convince consumers in each area that this local Medicare plan is the best choice.

How do you do all of that within just one creative campaign platform that’s easily adaptable/versioned for each state brand?

You create “States of Excitement” — an omnichannel campaign that’s uniquely ownable by each MediGold/local health system partnership, while providing a foundation and overall continuity across all plans.

The Results

“States of Excitement” served as a clever, compelling way to position the brand as the local leader and make our plans the obvious choice. The marquee message, working each state’s 2-letter abbreviation into headlines, introduces unique creative components for local markets. Doctor-forward images and headlines also convincingly convey the plan’s unique positioning.

The campaign proved highly effective. Across this multi-state, multi-brand campaign, “record” levels of call and lead volume were reported with regional plans reporting having hit, or exceeded, their new member lead goals.

Create some excitement of your own. Call DMW to generate more leads and grow market share for your regional or multi-state plan.