With the entrance of two new health plans into the market, the state of VA capped market share per region at 60%, causing nearly 60K Anthem HealthKeepers Plus members to be reassigned to new health plans. The caveat was, if the member switched back, it did not count against the cap. We launched a campaign to let our members know they had a choice and could switch back.
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.
Regained 56% of lost business
Rebound totaled over $44M in revenue
Yielded a 384% ROI on campaign spend
