Boston Medical Center
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.
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:
- Programmatic display ads
- Transit ads
- Print advertising
- Laundromat signage
General Brand Radio Spot
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.
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