MORE BENEFITS THAN MEDICARE
FHP SECURED A FEDERAL CONTRACT TO PROVIDE MEDICARE, AND DECIDED TO OFFER EVEN MORE BENEFITS TO MEMBERS WHILE KEEPING MONTHLY PREMIUMS AT $0.
Content Strategy, Concept Development, Copywriting & Editing, Client Presentation
According to focus groups, people over 65 preferred long-form advertising copy, particularly when reading about Medicare and other issues that might affect their health.
The newspaper format allowed us to go into depth when explaining how FHP had secured a federal contract, and therefore could offer more benefits than Medicare without an increase in premiums. We also determined that radio was effective in driving potential customers to the newspaper ads and website.
We created dozens of ads that catered to three primary audiences: seniors on Medicare; seniors eligible for Medicare, but who had signed up with another health care provider; and the adult children of seniors who fell into the first two categories.
The ads focused primarily on FHP's high quality of care, as well as the likelihood of members being able to keep their primary care physician after they signed up, if they chose to do so.
In addition, we promoted P.A.L.S. (Partnering Animals with Loving Seniors), a program sponsored by FHP and the Arizona SPCA to encourage seniors to adopt a pet. FHP believed in preventive care, and studies showed that caring for a pet had many health benefits.
FHP saw a double-digit increase in their Senior Plan enrollment, and the Arizona SPCA saw a spike in pet adoptions.