Joe Hoke, Marketing Consultant
Lawson & Hoke
The customer doesn't care.
ConnectiCare introduced a new concept, 100%coverage. But then, so did all the other new plans.
So, ConnectiCare did something the competition never thought of: took business from the giant traditional plans that only offered 80% coverage. But customers were used to 80% coverage, had accepted it, and didn’t want to deal with an alternative. “So what?” was a typical response.
I creatived and directed a campaign to cause dissatisfaction with 80% coverage in order to create a demand for ConnectiCare’s 100% coverage.
See how ConnectiCare prevailed.
This unexpected creative approach made ConnectiCare’s 100% coverage relevant because it made 80% coverage unacceptable.
Competitors could have said the same thing, but they didn’t. ConnectiCare said it clearly and creatively. And won.
Enrollment increased by 25,000 against a goal of 12,000.