CLIENT:
Anthem/BCBS (BlueCross Blue Shield)
ABOUT:
Anthem (now Elevance Health) serves people across their entire health journey with an integrated, whole-health approach. Their aim is to improve the overall health of people and their communities, and build patient connections that drive loyalty. Anthem operates a variety of brands in 14 states.
CATEGORIES:
Medicare, Small Business, and Individual ACA work: Email, direct mail (including government filing templates), display, paid social, landing pages, OOH, print, radio, and video content.
Video Content
Video Theme:
“Healthy Eating Habits In College”
GOAL:
This lively video was created to help promote healthy eating habits in college. Includes simple ways to introduce nutritious choices into a daily routine and establish good eating patterns that last a lifetime.
Video Theme:
“Dare To Disconnect”
GOAL:
This engaging video was created to help college students disconnect from technology, by offering simple tips to help unplug and enjoy the non-digital world.
Video Theme:
“Stay Healthy When You Fly”
GOAL:
This informative video was created to help promote healthy ideas for long flights, so you can enjoy your destination once you arrive.
Campaign Theme:
“Medicare Part You”
GOAL:
Highlight Anthem’s response to cookie-cutter Medicare plans by celebrating individuality and tapping into benefits that matter. Differentiate Anthem with empowering copy that emphasizes “You.”
Deliverables:
Direct mail, paid social
Concept Statement
Medicare Part YOU
Your Medicare plan should be focused on you—and not be another cookie-cutter plan. At Anthem, we are committed to helping you find the right plan without a lot of hassle. And with the benefits you want. Because only you know what’s important to you.
Bringing the concept to life
Campaign uses lifestyle photography to celebrate individuality and uniqueness. We tap into that individuality as we talk about the benefits that matter to you. There are also empowerment phrases to recognize how they are different and how Anthem is different.
Anthem’s response to cookie-cutter plans is Medicare Part YOU. We place the emphasis on “You” throughout.
Direct mail letter
FB Carousel
CAPTION:
You aren’t generic. Why should your Medicare plan be? Switch to a customized plan from Anthem—that’s focused on YOU.
Campaign Theme:
“Healthcare Hero”
GOAL:
Highlight how Anthem can help California small businesses offer their employees cost-saving coverage to keep them happy and healthy.
Deliverable:
Direct mail
Campaign Theme:
“Good Enough”
GOAL:
Encourage target to recognize they don’t need to settle for less-than Medicare coverage when they switch to an Anthem plan.
Retargeting FB Ads
CAPTION:
Good enough is not enough when it comes to healthcare. Take another look at a Medicare Advantage plan that gives you more.
Display Ads
FB Carousel
CAPTION:
Good enough is not enough when it comes to healthcare. Change to a Medicare plan that gives you more—it’s not too late.
Campaign Theme:
“Vivity”
GOAL:
Highlight how Anthem’s Vivity plan can help California small businesses offer their employees cost-saving coverage, while offering access to top-ranked health systems.
Deliverable:
Direct mail
Campaign Theme:
“The Right Medicare Plan”
GOAL:
Provide Medicare-eligible consumers with information they need to find coverage and enroll in a Medicare Advantage plan that’s right for them.
Deliverable:
Landing Page
Campaign Theme:
“Protect Your Health and Budget”
GOAL:
Provide Medicare-eligible consumers with information they need to understand options, find coverage, and enroll in a Medicare Supplement plan that’s right for them.
Deliverable:
Landing Page
Campaign Theme:
“Empire BCBS Welcome Guide”
GOAL:
Welcome new members, introduce them to their healthcare plan, outline benefits, services, resources, and support.
Deliverable:
Welcome Guide
INTRO COPY:
Hi Amanda.
We’re so glad you’re here.
Empire BlueCross BlueShield is happy to have you as a member—and we’re here to support you, so you’ll always know what to expect.
From helping you make sure your doctors and prescriptions are covered, to understanding your new healthcare plan and more, we’re here whenever you need us.
Campaign Theme:
“Improve Your Sleep Routine”
GOAL:
Highlight the advantages of a good night’s sleep, with specific tips and tricks for better self-care.
Deliverable:
Email Infographic
