Healthcare
Boston Medical Center HealthNet Plan
Challenge
Boston Medical Center HealthNet Plan, a Medicaid provider in Massachusetts, was seeking to increase its presence in the Boston market, specifically with women ages 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 were established to guide strategic planning and the tracking of brand lift and user engagement.
A tactical mix of traditional and digital channels was 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 was easy to remember and reinforced 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.
