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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 products as well as Scott & White Health Plan’s group products, HC&B sourced all advertising with key codes, unique URLs or dedicated 800 numbers. This program enabled Scott & White Health Plan to utilize monthly tracking to regularly optimize media vehicles and messaging.

Results

• Ad spending up by 20%
• Individual policy contracts up by almost 39%
• Group policy contracts up by more than 50%