MORE BENEFITS THAN MEDICARE
PRINT + RADIO CAMPAIGN
FHP HEALTHCARE SECURED A FEDERAL CONTRACT TO PROVIDE PEOPLE 65 YEARS OR OLDER WITH MEDICARE BENEFITS. HOWEVER, FHP DECIDED TO OFFER EVEN MORE TO MEMBERS, AND KEEP MONTHLY PREMIUMS AT $0.
My Contributions: Content Strategy • Senior Copywriting + Editing • Concept Development • Client Presentation
We created dozens of newspaper ads that targeted three primary audiences: seniors on Medicare; seniors who were eligible for Medicare, but 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 how FHP could offer more benefits than Medicare without an increase in premiums—FHP had secured a contract with the federal government—and on the quality of the physicians in their network, as well as the likelihood of members being able to keep their favorite doctors after they signed up.
In addition, we created ads to highlight P.A.L.S. (Partnering Animals with Loving Seniors), a program sponsored by FHP and the Arizona SPCA to encourage animal-loving seniors to adopt a pet. FHP believed in preventive care, and studies showed that caring for a pet had
many health benefits.
The result: FHP saw a double-digit increase in their Senior Plan enrollment, and the Arizona SPCA saw a spike in pet adoptions.
e determined that newspaper ads were the best way to reach the target audience. According to our focus groups, people over 65
preferred long-form copy over blurbs, particularly when reading about issues that might affect their health. The newspaper format
allowed us to go into some depth when describing the program’s benefits, and when explaining how FHP could offer more than Medicare without an increase in premiums. We also determined that radio was an effective format in driving potential customers to the newspaper ads and website.