Crystal Run Health Plans

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Developing a multimedia campaign for health plan enrollment.

HOW TO COMMUNICATE THE COMPLEXITY OF HEALTH PLANS

Crystal Run Health Plans (CRHP) are relatively new faces on the health insurance scene compared to competitors with a few decades under their belt. But CRHP has significant advantages. The health plan founded by doctors, it offers excellent service, and their rates are low, possibly the lowest. All of which makes a strong story to communicate to their audience of individuals, families, businesses both large and small, and insurance brokers. Ashworth Creative were asked by CRHP to help them attract new members.

A SHIFT OF EMPHASIS IN A LOGO REFRESH

The first step was to make sure there was clarity in the minds of consumers to differentiate Crystal Run Health Plans (a health insurance network) from Crystal Run Healthcare (a physician network). Isaac Ashworth undertook to change the emphasis in the logo by making Health Plans significantly larger while keeping the familiar Crystal Run style.

ENCOURAGING CONSUMERS AND BUSINESSES TO "SWITCH" TO CRYSTAL RUN HEALTH PLANS

Crystal Run Health Plans engaged Ashworth Creative to devise a creative strategy, media direction and social media campaign. We came up with the idea of making people who are not CRHP members consider “switching” their health insurance (acquisition) and confirming the good decisions of those who have “switched” to Crystal Run Health Plans (retention). The campaign is also designed to reach both English and Spanish speakers.

REACHING PROSPECTS WHERE THEY LIVE

The plan included an extensive use of digital billboards showing diverse families, individuals and business owners stating “I’m glad I switched,” or “We’re glad we switched.” Backing up the idea of switching were compelling facts about CRHP, such as the fact that they now have a core network of 3,000 doctors, and that they offer incentives for wellness, concierge service to help members get appointments and more. Radio spots in English and Spanish are engaging and in some cases, humorous, to gain attention among target audiences.Brochures and landing pages made sure that everyone gets the messages which is single minded, bright, reassuring and hopeful.

TRACKING RESULTS, CAPTURING LEADS AND MORE

The campaign was launched recently and was immediately successful. We used our own Go Gladys™ presentation platform to fire up insurance brokers about CRHP and are now creating eblasts to that audience. We have created a highly trackable social media campaign for Crystal Run Health Plans. Our client reports that the phones are ringing and the landing pages we created are capturing qualified leads. Open enrollment ends on January 31st, we’ll know more then when all the results are in.