Neighborhood Health Plan: NHP "Talks" to Potential Customers, Not at Them
Marketing Objective
Neighborhood Health Plan offers affordable healthcare plans through the Commonwealth Connector. NHP wanted to gain more visibility with 18-34 year old Massachusetts residents who currently do not have health insurance; all MA residents are required to have health insurance policies in 2008 and beyond or face tax penalties. The challenge for NHP is to connect with the over 500,000 people in MA without health insurance coverage as well as educate them about healthcare reform.
Solution
Yellin/McCarron proposed a text message promotion at a Guster concert at the Bank of America Pavilion in order to call attention to healthcare reform in Massachusetts and create a strong branding affiliation with music lovers aged 18-34. Over 8,000 attendees were prompted to text-to-win an instant seat upgrade sponsored by NHP before the opening act took stage.
Yellin/McCarron provided healthcare reform talking points to the emcee to tie-in the text-to-win call to action. In addition, attendees were encouraged to visit the NHP booth during and after the show to learn more about healthcare reform and services provides through Neighborhood Health Plan.
Results
NHP received a two times the industry average for opt-ins during their text-to-win promo. The NHP booth saw high traffic before, during and after the concert. The NHP booth staff was able to educate young people about healthcare reform on the spot. Text message opt-ins received a customized bounceback message from NHP.