Submitted by jason on Mon, 08/01/2011 - 13:00
case study
product:
AvMed Medicareassignment:
Complete re-launch of AvMed Medicare product, with very aggressive sales goals for a very limited enrollment window.making a tough job tougher:
South Florida has a vast senior population, with a significant Hispanic component, making this Medicare market one of the most crowded and competitive in the country. Florida-only AvMed competes with all the biggest insurers, whose national marketing budgets are much larger.solution:
The campaign launched using Rita Moreno, a world-renowned performer of Hispanic heritage. In Direct Response TV spots scripted in English and Spanish, Ms. Moreno's warmth and vibrant personality perfectly positioned AvMed Medicare as the simple, stress-free, healthy choice. The campaign continues today using Dwight Lauderdale, one of the Florida's most watched and longest running television news anchors. Dwight's trust, sincerity and knowledge of the Florida market now personifies the AvMed Medicare Preferred brand.result:
AvMed Medicare product exceeded projected response levels, which helped deliver their largest AEP to date.