A Life Well Told
Growing Medicare membership by championing the rich stories of our audience
Challenge
A more personalized approach to choosing a Medicare plan.
Selecting a Medicare plan can be stressful and confusing. That’s why Highmark created the Right Fit Guarantee, a new approach to choosing a plan, which is personalized based on each person’s individual needs and life goals. To drive membership, we had to get the word out about this guarantee in a way that avoided the “senior stereotypes” seen in most Medicare marketing.
Approach
Turned the brand into a must-have accessory.
When you’re selling Medicare, the first person you think of probably isn’t Ernest Hemingway. But when you’re selling the idea of Medicare that fits your life, drawing inspiration from Hemingway’s famed six-word story is an interesting place to start. So, we asked our audience, “How would you tell your life story in just six words?” And we celebrated these unique, deeply personal life experiences with an integrated campaign that aligned them with Highmark’s personal approach to Medicare shopping.
To drive further engagement and enrollments, we created the Six Word Storymaker online tool that let people create and share their own six-word stories on social.
Results
Like our audience, the results were pretty unique.
Our six-word stories campaign helped establish Highmark’s Right Fit Guarantee, presenting Medicare as more than a commodity, and helped them enjoy one of their most successful enrollment periods ever — exceeding goal by 125% and adding 15,000+ wonderfully unique new members.
