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Scott & White Health Plan
Challenge
With a disparate brand, sluggish sales and lack of integrated measurable marketing program, Scott & White Health Plan approached HC&B after the launch of its individual products. HC&B was tasked with strengthening the Scott & White Health Plan brand, increasing individual product sales and creating an integrated and measurable marketing program.
Solution
A new, ownable brand
HC&B created a new brand identity that differentiated Scott & White Health Plan from competitors. “Texas Friendly” positioned Scott & White Health Plan as a compassionate, professional and local solution for consumers.
A measurable direct response marketing program
For each of Scott & White Health Plan’s individual and group products, HC&B sourced all advertising with key codes, unique URLs or dedicated 800 numbers. In addition, a regional Search Engine Marketing (SEM) campaign and multiple digital tactics were incorporated into the marketing mix. This program has enabled Scott & White Health Plan to utilize weekly and monthly tracking to optimize media vehicles, messaging and offers.
Results
- 47% average increase in policy sales
- Website traffic has increased by 50%
- Ad spending is up by 40%
