|ST. JOHN’S PREMIERPLUS
Integrated Direct Response Campaign
Medicare Advantage provider St. John’s PremierPlus was first into market and sought to be the region’s preferred health plan for Medicare eligible individuals.
Using national data to create a demographic and psychographic profile, household level data was appended to create a market priority index. The index helped shape the go-to-market strategy while complying with regulatory demands prohibiting marketing efforts that result in “cherry-picking” potential members. Also, qualitative research was conducted to learn whom the target would deem as a credible source of information.
From the research, a regional celebrity member-spokesperson was identified and is featured in integrated media; including TV, radio, direct mail and collateral.
Monthly lead generation goals were delivered at a cost-per-lead at or below plan and lead volume met or exceeded plan.