How Premera Blue Cross broke into the Medicare Advantage market [Q&A]
FHP: What was your marketing approach to introduce your new Medicare Advantage plans to seniors?
Bos: We launched a multi-touch, direct mail marketing campaign targeted at seniors in 2013 for the 2014 plan year. We included a growing call to action to the seniors about what we had to offer. And we connected with providers to do affiliation marketing with them. We also used traditional paper marketing campaigns as well as a pretty strong digital presence and a television campaign.
The direct mail campaign was very successful for us, largely because a lot of large employers have Premera as their plan, so to have it available for seniors resonated as well.
FHP: Have you found that consumers in the senior market are different from those in your other markets?
Bos: Absolutely. This market wants to make an informed choice. We have found that the direct mail channel is more effective than it is for other demographics. It seems to resonate with them as they try to make their health choices.
We saw success in the direct mail campaign, which highlighted our entrance into the market and in the visibility of the Premera brand and the broad set of products that we had to offer. And we had great visuals and it was a unique piece. It wasn't just a standard card. It had some visually appealing aspects to it.
FHP: You grew significantly in your second year. What do you attribute to that success?
Bos: There were two things that were probably key for us in the second year.
We were consistent in terms of our product approach and our marketing approach. So what we did in the second year was sustain that product portfolio, which is important in that market because it shows that you're committed and there for your members and will be a consistent player.
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