BMC Health Plan | EVR Advertising Agency | Manchester NH
EVR Advertising - Boston Medical Center Health Plan

Our Work | Boston Medical Center HealthNet Plan

Challenge/Objective

Boston Medical Center HealthNet Plan, a Medicaid provider in Massachusetts, was seeking to increase its presence in the Boston market, specifically with women 18-34 with children and in an income range that qualified them for Medicaid coverage.

Media

EVR created a robust media plan that was central to both general branding and a more targeted open enrollment campaign directing consumers to a microsite. Key performance indicators (KPIs) were established to guide strategic planning and the tracking of brand lift and user engagement.

A tactical mix of traditional and digital channels were deployed, including:

  • Radio
  • Programmatic display ads
  • Billboards
  • Transit ads
  • Print advertising
  • Laundromat signage

Creative Approach

The designs employed bold flat graphics and emoji style illustrations with bright colors to make an immediate connection with the Millennial mindset in a style that feels fun, lighthearted and inviting. Imagery overused by competitors was avoided. A vanity URL of GetMoreNow.org that is easy to remember and reinforces key brand messaging was created.

Concept Overview – “Get More”

The BMC HealthNet Plan was positioned to feel clear, simple and straightforward – standing apart in a competitive marketplace that can feel overwhelming. The overall theme and key messaging was designed around the idea of getting more from a health plan – an open invitation to join a plan without the complexities that often come along with healthcare plans. The phrase “Get More” works as a call to action as well as an introduction to multiple free and extra benefits and the concept was created to translate over various channels.

Results

New sign-ups increased by 57% over previous two member acquisition campaigns. Approximately 70 million impressions were delivered for less than a penny per impression. Consumer Engagement: over 26,000 unique visitors to the microsite resulted in 364 high opportunity clicks or form submissions.

%

Increase in new sign-ups

Million impressions

%

High opportunity clicks

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