University of Chicago backed Family First Health Plan
Challenge:
Create a marketing communications plan to inform, educate and persuade Medicaid-profiled patients to enroll in the University of Chicago backed Family First Health plan. Program began with a zero enrollment base and a six-month target of 7,500 members.
Strategy:
Develop a direct marketing program targeted at recipients that fit the State of Illinois Medicaid profile in Cook County. The State of Illinois did not provide a qualified list of potentials due to privacy issues.
Program included a mix of special events, clinic-to-patient solicitations, special health and wellness events, targeted direct mail and transit/out-of-home media.
A custom database was developed using State of Illinois qualification criteria, physical address counts, compiler data and clinic patient lists.
Several direct mail formats were tested and used, including an introductory package, window and closed-faced #10 envelope mailers and solo postcards. In all communications, a personal body alarm was used as a premium to encourage phone calls.
We employed transit and out-of-home media sixty days prior to (and during) initial direct mail launch. We used this media because of the high usage of transit among African American and Hispanic population within inner city neighborhoods of Cook County.
Results:
The strategy paid off due to the clinic/patient relationships, awareness- building opening strategy, significant direct mail approach and the ability of the client to produce top-flight health fairs.
Enrollment reached 9,300 members within six months of the initial communications.
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