A huge challenge - to introduce a new health insurance company in a short window before open enrollment periods for both Medicare Advantage and the Health Insurance Exchange. Understanding how little time we had, the team - in partnership with Eric Mower & Associates - developed 'Hello Healthy, Hello HealthSpan'.

 

While a state-wide campaign, the created platform enabled localization to large markets where the equity of the Mercy Health name (and its associated hospitals) would add credibility to the new brand. In every case where HealthSpan was 'partnered locally', general campaign images were replaced with images that looked and felt like the target community - such as in the example below for the community of Lima, Ohio.

 

After the general launch, two specific adaptations were created specific to the audience. In this example, the image is adapted to the Medicare Advantage audience (age 65+) in image so the message of the product matched the imagery, part of the campaigns objective to make sure customers saw HealthSpan as 'understanding them'. In this way the message was similar to Mercy Health, the plans silent owner-partner.

 

The second adaptation was to the most likely consumer for the second season of the healthcare exchange.Younger images and an urgency message reiterating the deadline both positioned the product and educated the consumer. The HIE campaign was a huge success, attaining enrollment just short of 300% of the annual target.