CLIENT
Highmark Health
Christina Zdanowski-Pattison, Marketing Director & Strategy
Selina Halat, Manager, Marketing Acquisition & Enrollment
Cindy Donohoe, EVP & Chief Marketing Officer
Craig Riner, SVP, Strategic Marketing
AGENCY
Christina Zdanowski-Pattison, Marketing Director & Strategy
Selina Halat, Manager, Marketing Acquisition & Enrollment
Cindy Donohoe, EVP & Chief Marketing Officer
Craig Riner, SVP, Strategic Marketing
dPost
Mike Baron, SVP, Creative Director
Kelly Chapman, Group Account Director
PJ Galgay, Creative Supervisor
Rick Calzi, Senior Art Director
Rebekah Mulcahey, Account Supervisor
Jeff Zielinski, Sr. Production Supervisor
PushMP
ASSEMBLY
SUMMARY
Highmark Blue Cross Blue Shield Delaware needed to defend its State of Delaware membership share against one of the nation’s largest insurers by convincing employees to manually choose their health plan instead of auto-enrolling in the competitor’s less expensive option. By building on an insight that only Highmark Delaware could own, we connected with state employees on an emotional level by tapping into Delawareans’ deep Blue Hen pride. And despite major cost and convenience disadvantages, the campaign retained 6K members and gained 4K+ of theirs, while delivering a 7-to-1 ROI.
