Open enrollment for North Carolina’s new Medicaid Managed Care program opened in October 2019. We partnered with Blue Cross NC to launch Healthy Blue, an alliance plan serving NC Medicaid members. Our acquisition campaign focused on the longevity and stability of our Blue partner, offering Medicaid enrollees a familiar, trusted source for their new Medicaid benefits.
We used mass and targeted outreach tactics to get the word out. In addition to a mass media campaign highlighting choice and the ability to switch, we mailed information to our members, and we equipped the call center with talking points to redirect inquiring members straight to the enrollment broker – the broker received so many calls that they had to add staff.
49% self-selection capture rate
22M digital impressions
$2.73 CPC (cost per click)
