Eric Mower + Associates enlisted local Medicare Advantage members to help BlueCross BlueShield of Western New York tell the story that “The best reason for keeping people healthy is to keep people doing the things they love the most.”
The line is part of an EMA-created integrated marketing campaign that includes TV and radio commercials, print ads, and billboards for the 2013 Medicare Open Enrollment deadline. View one of the 60-second television spots here. The campaign included three rotating TV ads that featured current Medicare Advantage members telling their personal stories and how the BlueCross BlueShield program helps to ensure that they keep doing the things they enjoy.
“Choosing a Medicare Advantage plan is important, but it can be confusing," said Tom Merrick, senior partner, executive creative director at EMA. “We wanted to use real local members to show people that when you couple plan benefits with the proven strength and stability of the Blue brand, choosing the right Medicare Advantage provider is a no-brainer."
Beyond traditional advertising, the healthcare provider offered a helpline that customers could call seven days a week with questions about the Medicare Advantage program and upcoming enrollment deadline.
“As the leading health care provider in Western New York, we take very seriously our obligation to inform the public of changes and deadlines that they need to be cognizant of as they make their health care decisions,” said Gretchen Fierle, chief communications officer at BlueCross BlueShield of Western New York. “We owe a heartfelt thanks to our members for sharing their stories and encouraging others to make smart decisions when it comes to their health care.
The campaign runs through the end of the year throughout the Western New York region.
BlueCross BlueShield of Western New York is one of New York State’s leading health care companies and provides its members with access to quality health care. BlueCross BlueShield of Western New York is part of the national BlueCross and BlueShield Association, which is comprised of 38 independent and community-based companies that cover nearly 100 million (or one in three) Americans.