July 2006-July 2007

Challenge:

• Humana Healthcare System needed to inform senior citizens about the need to join or renew Medicare plans before December 31st.
• Reposition and gain the lost share of enrollees in the local market.
• Stimulate awareness among the senior citizen population to encourage enrollment before the annual deadline.

Solution:

An integrated campaign included: print and radio advertising, community and media relations, local events and a Health Fair for senior citizens in the Chicagoland neighborhoods, and a media breakfast to meet with health reporters to explain the changes in Medicare. These events increased the volume of consumer inquiries to provide more in-depth product information. Community outreach and event participation also contributed to repositioning the brand name and creating awareness about the benefits of joining Humana’s programs.

Results:

We achieved strong and favorable media coverage and Humana was able to increase enrollment in Chicago by 20%, which continued to grow during the length of our marketing campaign. At the same time, this campaign generated an increase in the number of health insurance policies sold to local small businesses.