FROM THE ARCHIVES

New “Affordable” positioning yields 333% lift over control for prospects and 1,068% lift for customers.

CREATIVE POSITIONING TEST – CROSS-SELL AND NEW ACQUISITION

Home » Work » Dental Plans – An Acquisition Success Story

Research. Relate. Resonate.

Opportunity

We’d been a go-to resource for Humana when they wanted to try modern and different approaches for launching new products and refreshing the presentation of established products. The following offers an example of how we approached Humana’s direct marketing challenges, with an eye toward the audience’s decision-making process.

Business Need

We needed to generate cost-effective leads for the HumanaOne Dental C550 plan within their existing 65+ membership and a prospective Medicare-eligible consumer segment during the SEP selling season.

Approach

To enhance the dental plan’s positioning, we used audience research findings to develop relevant messaging that tied the plan benefits to the interests and needs of the 65+ audience. We created a balanced approach of customer- and product-centric messaging to quickly and clearly answer “What’s in it for me?” by emphasizing plan features, benefit and value.

Outcome

Our communications yielded a 333% lift over the champion package for the prospect effort and a 1,068% lift over the champion package for the customer effort. Conversions rates for each of the audiences also increase by 80% and 95% respectively.

Notes

We conducted a fair amount of research in order to better understand the Silent Generation (65 – 84 years of age) and GI Generation (85+ years) before we began developing the creative strategy and positioning. By understanding the unique characteristics and perspectives of these two generations, we were able to develop conceptual positionings that drove sales leads through capitalizing on messaging and appeals that were relevant to them and their lifestage.

Marketing tools: Acquisition, communication and creative strategies. Communication Design included concept creation and execution for mail using direct marketing best practices.

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Contact James at james.sweeney@hellogain.com or via LinkedIn by clicking here.