New campaign generates new interest in Healthfirst’s Medicare plans
Healthfirst had built a trusted brand in New York around its service and product offerings. But in a competitive health insurance marketplace filled with nationally known providers, they needed something more – a brand that people could identify with and even love.
As we set about this challenge, in the midst of COVID, our thinking was shaped by people’s longing for normal and their renewed appreciation of what’s truly important. The result was a breakthrough campaign for Healthfirst and its Medicare Advantage plans.
Striking an emotional chord by exuding positivity
Bursting with color and energy, including a vibrant wave and playful graphics, our “Where healthy starts” campaign resonated with New Yorkers by connecting health to happiness in life. In the lead-up to the official Medicare enrollment period, we built awareness among a multicultural audience using:
- An upbeat TV spot and print ads
- Eye-catching posters in Healthfirst community centers to attract neighborhood residents
- Out-of-home advertising that leveraged partnerships with corporate sponsors
- Colorful RVs that turned heads in the streets and at Healthfirst events
Simplifying a complex product and sale
Once enrollment began, we focused on creating a highly consistent and coordinated campaign to reinforce impressions and boost enrollments. One key was making a complex product and buying process simple and approachable. To this end, longer-form TV ads and other tactics retained the campaign’s easygoing vibe, while avoiding insurance-speak or overwhelming explanations.
Having achieved significant improvements in virtually all metrics with this campaign, we’re continuing to build on Healthfirst’s new image to reach an even bigger Medicare audience.
Social and digital used simple, engaging animations to score big performance gains year over year.
Direct mail proved highly efficient in generating enrollments.
Over 75% increase1
in cost per enrollment
1 with corollary increase in advertising awareness and consideration
What we did
Competitive Analysis / Messaging Strategy / DRTV / Direct Mail / Print Ads / FSIs / Paid Social / Paid Search / Display Ads / In-Store Promotion / Out-of-Home / Brand Playbook