Industry: Health Insurance

Premera Blue Cross:
Partnership for plan growth

For decades, Premera Blue Cross was the dominant group insurer in the Puget Sound region (which includes the Seattle metro area), growing membership with virtually no advertising. Then came new challenges, along with new opportunities: Launch a Medicare Advantage (MA) plan. Broaden product offerings to expand sales. Take full advantage of evolving media habits. Breathe new life into an existing Under 65 plan. Retain members in the face of plan cancellations. Launch a new Premera brand. Introduce another new Medicare plan.

DMW was retained as Premera’s agency of record and partner in helping them tackle these very big goals. Each challenge required smart strategy, great creative, and solid execution. And DMW delivered, year after year.

The Results

For Premera Blue Cross, the answer to thriving in their evolving marketplace has been a multidimensional partnership with DMW. Each year brought new opportunities, and new hurdles. DMW continually jumped into action with hard-selling campaigns that achieved — and often exceeded — lead and enrollment goals.

Over our years-long partnership, DMW and Premera:

Launched a brand new Medicare Advantage plan, surpassed plan goals, and more than doubled the plan membership in year two.

Built the MA membership and initiated a Medicare Supplement offering while also rolling out a new Action Brand™ campaign for LifeWise, Premera’s Under 65 health plan that showed a 69% response rate.

Launched a new Premera brand in market for both Over and Under 65 product lines and a “Total Health” MA plan. Within six years, DMW had created a successful member retention campaign and helped grow the membership by 30,000+ over the duration of our partnership with Premera.

Partner with an agency that understands your marketing needs and grows with you. Learn how DMW’s Action Brand can deliver the long-term results you want.