Heading into Medicare’s Annual Enrollment Period, SummaCare had made a bold choice – introducing an innovative new product that would allow older adults to essentially pick their own Medicare benefits.
SummaCare’s Jade (HMO) with Bene-Flex Medicare Advantage plan included a suite of core benefits. Then, it gave members the freedom to choose additional supplemental benefits, ranging from a healthy grocery allowance, or a flex card to reduce out-of-pocket expenses, to free assistance with everyday tasks like grocery shopping and delivery, technology support and more.
This new offering presented an interesting messaging challenge. Media Logic worked with SummaCare to develop a powerful strategy for clearly communicating both the value of the new plan, as well as its ultimate simplicity. Creative across a wide range of media (TV, DRTV, FSI, Direct Mail and more) embraced the idea of “Building your own Medicare plan” – carefully explaining the unique structure of the new plan while positioning that structure as the plan’s greatest asset. We also made the decision to version the mail cadence based on which of SummaCare’s suite of products the consumer was most likely to be interested in enrolling.
The result was an exciting campaign that differentiated SummaCare from the competition, generating a lot of fresh energy and momentum.
Ready to find your edge?
Get smarter strategy and breakthrough creative. Backed by unmatched client support.
Let’s be real: if your solution isn’t completely agnostic, then you’re probably kidding yourself if you think a broad-stroke, spray-and-pray approach to your go-to-market strategy will cut it. Buyers today don’t have time for fluff, and honestly, neither do you. Enter ABM—or, better yet, ABE (account-based everything). If you’re not completely sick of B2B acronyms […]
You may have zeroed in on your target account audience, produced all your sales and marketing assets, and even launched your first account-based marketing (ABM) program. But how can you be sure that what you are doing is generating results? This guide covers 5 account-based marketing metrics that revenue leaders need to consider when measuring […]
The evolution of the B2B buyer’s journey has challenged go-to-market teams to think outside the box regarding how to reach in-market accounts. This is especially true for B2B organizations focused on enterprise-level sales to meet their growth goals in 2023. The biggest of these challenges is identifying what marketers often call the dark funnel. What […]
