30,000+ new members over the partnership

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The Challenge

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.

The Solution

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.

  • Year 1–2 — Launched brand new Medicare Advantage plan, surpassed goals for membership. In second year, more than doubled plan membership, and developed a multi-touch, multimedia New to Medicare (N2M) program.
  • Year 3–4 — Continued building MA membership. Expanded digital media efforts. Initiated statewide Medicare Supplement offering. Rolled out new Action BrandTM campaign for LifeWise, Premera’s Under-65 health plan.
  • Year 5–6 — Launched a new Premera brand in market for both Over- and Under-65 product lines. Launched “Total Health” MA plan. In year 6, introduced Premera MA in new geography. Created successful member retention campaign for newly acquired competitive plan.

Premera Solution Updated

Click to view TV spots

Digital Marketing

Digital Marketing

Media Services

Media Services

Action Brand

Action Brand

Direct Mail

Direct Mail

DRTV

DRTV

Premera Results Updated

The Results

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.

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.