With the launch of Medicare prescription drug plans (Part D), Humana needed an integrated campaign that increased brand awareness, communicated a unique brand position and differentiated the Fortune 100 Company from its competitors.
Approach:
Research was conducted among the target audience and discovered a desire for straight talk about Medicare. The brand position, “Let’s Talk,” was introduced to invite consumers to get simple Medicare answers from Humana.
A preemptive “Let’s Talk” push was laucnhed, starting with local TV and print campaigns in key markets. In addition, the grassroots “Let’s Talk” educational RV tour utilized 10 RVs, covering more than 110,000 miles and making a total of 1,771 stops in 550 cities.
Results:
The paid media efforts helped Humana meet its aggressive Part D enrollment goals and increased awareness in markets where all campaign elements were present. Following the airing of Humana’s direct response television ads, Humana enrolled more members online than any other Medicare provider. And simultaneously, the RV grassroots efforts helped Humana meet face-to-face with more than 40,000 seniors for an average of 27 minutes each, thus generating heavy press coverage. Overall, the campaign enrolled an impressive 3.8 million new Part D members—taking Humana from #7 to #2 in Medicare membership.
