Research shows that consumers see Blue products as expensive, and they don’t equate Medicaid with real health insurance. Rather than focusing on the extra benefits, we took it back to basics for the Medicaid growth campaign – reinforcing that key health care services like doctor visits, medicines and hospital stays cost nothing.
To create a consistent campaign, we adapted the core message to all mass and digital media channels, and we used it as the primary value proposition in the accompanying print materials for the market. We circulated this set of messages for approval across markets, allowing us to use this execution across markets, helping us get to market faster and have these materials on the shelf, ready to go.
Approved in 18 markets
Launched in 11 markets
0.34% average clickthrough rate (CTR)
