THE PRESCRIPTION FOR SUCCESS
The Affordable Care Act was approaching 2017 open enrollment in crisis. Political rhetoric was increasing consumer confusion, and health insurance exchange participation was expected to decrease.
Despite headwinds, Centene’s insurance carrier Ambetter entered the enrollment period with an objective to increase Health Insurance Marketplace plan membership from 600,000 to 1 million.
APPROACH & INSIGHT
Through in-depth research and analysis in collaboration with the client’s research partners, we learned several key insights about Ambetter’s uninsured, low-income target audience. Most importantly, we realized they didn’t understand that being insured would make life better.
We turned this insight into an opportunity that shaped our strategy: to convey that Ambetter health insurance can give consumers control and enhance their lives. The Better Is campaign was born.
To set Ambetter apart, we used black-and-white, journalistic-style images depicting real-life situations and raspberry spot color — both a marked difference from competitors. This work was executed via a fully integrated campaign of traditional (TV, radio, print, billboards, transit), digital, member communications and healthcare provider communications.
During a turbulent time when the overall enrollment through the healthcare exchange decreased by 4%, the campaign for Ambetter showed outstanding results:
- 83% increase in members
- 1.1 million members enrolled — far exceeding campaign objectives
- Ambetter became the No. 1 carrier on the Health Insurance Marketplace, a distinction they still hold today