Healthfirst
Different campaigns, consistently strong results
Healthfirst is one of the fastest-growing health plans in a very competitive New York City market. To keep that momentum going, they knew just where to go.
Beating expectations – twice!
By simplifying complex products and a complex sale that often involved a seminar, we delivered great results for Healthfirst’s Medicare plans. Tasked with reaching both lower-income beneficiaries and Manhattanites seeking a more exclusive plan, our campaigns achieved 147% of the response goal and 112% of the enrollment goal in the first year. The following year, we increased enrollment by 33% while lowering cost per sale.
From New Yorker to New Yorker
In year 2, we also took on membership across all individual health plans. Positioning NY-based Healthfirst as the authentic choice for New Yorkers, we created a real, emotional connection across:
- A cohesive campaign that reached 134% of the response goal
- Extensive versions of DRTV covering different lengths, languages, CTAs and deadlines
- DM to prospects testing format, messaging and urgency, plus member retention mailings
What we did
DRTV / Direct Mail / Print Ads / FSIs / OOH