For decades, Premera Blue Cross was the dominant group insurer, growing membership with virtually no advertising. Then came new opportunities … new challenges: 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. Every task required smart strategy, great creative, and solid execution. And DMW delivered, year after year.
For Premera Blue Cross, the answer to thriving in their evolving marketplace has been a multi-dimensional partnership with DMW that began in 2013. As market forces shifted and presented new hurdles to overcome, the deep expertise and responsiveness of the DMW team has risen to the occasion — creating omni-channel campaigns with solid in-market performance.
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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. In fact, response rates for this Seattle-based health plan have been consistently higher than the Space Needle.
response rate with Under-65 targets
over Medicare member goal in Year 2
new members over the partnership
Netting over 15,000 new Medicare members in the first two years was just the beginning of the good news for Washington’s leading health plan. It got even better.