Healthcare | Brand Awareness & Lead Generation

Boston Medical Center HealthNet Plan

Overview

Boston Medical Center HealthNet Plan (BMCHP), a Medicaid provider in Massachusetts, sought to bolster its presence in the Boston market for Medicaid coverage. BMCHP chose to partner with EVR Advertising due to the team’s well-established expertise in healthcare marketing and their proficiency in crafting effective media strategies, which have consistently yielded successful results.

Challenge | Objective

BMCHP faced the formidable challenge of carving a distinct niche in the highly competitive Boston market, where the target demographic of women aged 18–34 with children and Medicaid-eligible incomes was being pursued by numerous healthcare providers. The primary objective was not just enrollment but to captivate, empower and deliver valuable healthcare solutions to this specific demographic, establishing BMCHP as their trusted partner in health and well-being.

BMCHP website

Strategy Approach

EVR Advertising developed a comprehensive strategy that encompassed both general branding and targeted open enrollment campaigns, directing consumers to a dedicated microsite. Strategic media planning, guided by key performance indicators, was implemented to measure brand lift and user engagement. The approach included the deployment of a tactical mix of traditional and digital channels, featuring radio, programmatic display ads, billboards, transit ads, print advertising and even laundromat signage, complemented by leveraging the BMCHP website.

Tactics

The creative approach focused on engaging the millennial mindset with bold, flat graphics and emoji-style illustrations, using vibrant colors to create an immediate connection. The design avoided imagery that was overused by competitors and incorporated a vanity URL, GetMoreNow.org, which reinforced key brand messaging and was easy to remember. The overarching concept, “Get More,” positioned BMCHP as a clear, simple and straightforward health plan in a complex marketplace. It served as a call to action and introduced multiple free and extra benefits, adaptable across various channels.

Results

The results of this partnership were highly successful. New sign-ups increased by an impressive 57% compared to the previous two member acquisition campaigns. Approximately 70 million impressions were delivered at a cost of less than a penny per impression. Consumer engagement was notable, with over 26,000 unique visitors to the microsite, resulting in 364 high-opportunity clicks or form submissions.

In Numbers

57%
Increase in new sign-ups
70
Million impressions
364%
High-opportunity clicks