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MF06-4 210.88 MARTIN O FLYNN LLC
ENTHUZ E 42407K .2667
Introducing a health plan for older
adults in a saturated market.
ASSIGNMENT
Introduce MVP
Gold to a new
market, encourage
inquiries about the
HMO, and drive
attendance at
the informational
meetings
CHALLENGES
• New market was already heavily saturated with lower-cost plan options for seniors
• Target audience typically already had healthcare coverage, so we needed to make a
compelling case for them to switch • MVP health care is perceived as more expensive and a large portion of the market does not believe in the benefits of an HMO
MF SOLUTION • Conducted research with our target audience to discover what plan features were most
important to them and what improvements, if any, they’d like to see: – Coverage wherever they are
– Help from a live person any time they want it
Messaging focused on these two key findings (delivering out-of-area coverage and a 24/7
live help desk)
• Developed an integrated marketing plan to reach seniors that included TV, print, and direct mail
• Campaign creative took into account proven techniques used when marketing to older
adults, ranging from the tone to the paper stock, color/contrast, and font selection
MEASURABLE RESULTS
See samples
on back
• MVP received an overwhelming number of informational calls as a direct result of our campaign • Actual calls were 119% of goal; 47% from the print ads; and 40% from direct mail
• Attendance far exceeded what was anticipated at the informational meetings
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MF06-4 210.88 MARTIN O FLYNN LLC
ENTHUZ E 42407K .2667
PROSPECT INFORMATION PIECE—direct mail
EMPLOYER DIRECT MAIL
PRINT ADVERTISING
PROSPECT DIRECT MAIL