MemorialCare Open Enrollment campaign
It’s valuable for a healthcare system be top-of-mind during Open Enrollment, especially when not every system accepts every health insurance. While MemorialCare accepts most insurance plans, we needed to remind people that choosing a plan means making a plan.
Making a connection
It was important to clarify that MemorialCare doesn’t offer insurance, it offers healthcare. We needed to keep the campaign focused on planning for all that can happen in a year, especially events and goals that involve healthcare.
We could have easily ran typical healthcare ads, but we put our ego aside to focus on the patient’s year ahead first and MemorialCare’s credentials second, positioning the client as equal parts partner and provider.
Delivering results
Digital ads produced conversions between a week and two weeks after initial viewing, meaning ads stayed top-of-mind and continued to drive people to the landing page over time. Social generated almost 40,000 conversions over the course of the campaign. Audio and Advanced TV had completion rates in the upper 90 percentiles, showing that our creative resonated. The microsite had a 26.66% goal completion rate, with goals defined as Find a Provider interactions, View Accepted Plan clicks and Phone Number interaction, showing strong consideration.
HTML5 digital ad frames
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