Our research found that healthcare reform had left many Coloradans concerned about were losing control over their own health insurance. By contrast, they appreciated the autonomy that Rocky Mountain Health Plans offered so members could make their own decisions.
So we positioned Rocky Mountain Health Plans as the Colorado insurance provider that puts the control back in its members’ hands. Since the spots needed to be friendly, humorous and ring true, we chose concepts that every Coloradoan could relate to: rain on your wedding day and the dog crashing your dinner party.
So, we launched two new television commercials to spread the word.
The results? A 12% growth in total memberships a 36% growth in individual memberships. And since the start of the campaign, awareness of RMHP advertising on the Front Range has more than doubled, and awareness of the RMHP brand has tripled.