Hospitals, HMOs, referral services, health insurance companies, pharmacies, dental and medical care services, chronic care facilities, health insurance.
Highmark Blue Cross Blue Shield Delaware needed to retain 60K+ state employees after a national insurer negotiated with the State of Delaware to take half of their business with a less expensive plan. By building on an insight that only Highmark Delaware could own, we connected with state employees on an emotional level by tapping into Delawareans’ deep Blue Hen pride. And despite cost and convenience disadvantages, the campaign achieved 97% of total retention goal in six weeks and delivered 3-to-1 ROI.
Brand: Highmark Blue Cross Blue Shield Delaware
Client: Highmark Health
Agency: Partners + Napier