Piedmont Community Health Care (owned by Centra) brought on Media Partners, Inc.(MPI) to help boost their market share in Virginia.
Strategy/Goals
Develop a campaign that would show how PCHP could help reduce the confusion associated with Medicare plans, be personally engaged with clients and create a comfort for potential new clients.
Media Recommendations:
TV
Newspaper
Specialty Print
Direct Mail
Out-of-Home Media
Execution/Deliverables
:30 TV Spot
Full page and ½ page newspaper ads
Full page print ads
Direct Mail (4)
Out-of-Home (2)
Results/Outcomes
Final 2015 enrollment numbers exceeded campaign goals and showed a 9.5% increase over 2014 numbers. Also worth noting, the 2015 advertising spending was significantly less than the 2014 spending and had a greater yield.
