Premera Blue Cross - Direct Mail, DRTV, Digital | DMW

The Challenge

For decades, Premera Blue Cross had been a dominant group health plan insurer, growing membership with virtually no advertising. Now they wanted to enter the highly competitive Medicare Advantage (MA) space, new territory that put them up against some highly recognizable, deep-pocket players. Premera needed smart strategy, great creative, and solid execution. They called on DMW to deliver.

The Solution

Premera’s Medicare Advantage success story happened in two phases. For the first phase, Launch Year, DMW assisted Premera in conducting focus groups during which a range of DMW-provided themes were presented. The winning theme was “Fits Your Life.” Direct mail, collateral, print, and TV were created around this theme, all incorporating these Action-Brand™ elements:

Create energy and excitement around a regional leader entering the market with a Medicare Advantage (MA) plan
Strongly promote specific plan benefits, not just announce a new plan or simply list features
Address the jaded, consumer mindset and showcase a diverse group of consumers voicing their concerns, and getting answers from Premera

Media Planning & Buying

Action Brand

Direct Mail

DRTV

Digital Ads

The Results

Response rates for this Seattle-based plan went higher than the Space Needle.

Year One: 8,037 new members, 15% over goal
Year Two: 15,636 additional new members … 11% over goal

42%

below target CPL

8,037

new members in year one

15,636

additional new members in year two

70%

over plan lead volume

Netting 7,500 new Medicare members was just the first dose of good news for Washington's Leading health plan. It got even better.