In NV, we’re allowed to market only during a specific, 3-month open enrollment window. We also have to submit all our creative for approval nearly 6 months ahead of time, in hard copy and electronic form, in all executions. For the 2019 open enrollment period, as our two service areas are Reno and Las Vegas, we focused on telehealth: 24/7 care for a 24/7 town.
We used similar messaging but different imagery for Clark (Las Vegas) and Washoe (Reno) counties. The Las Vegas ads focused on iconic vistas of the city: bright lights, high energy, and 24/7 nature of the industry – which employs many part-time workers who qualify for Medicaid and, because they work all hours, benefit from LiveHealth Online being available whenever they are. Washoe imagery was focused more on the outdoor, desert vistas, reflecting their geography.
Gained 4,500 members during OE
51% ROI on campaign
