Benefits Group of New England

Corporate benefits
and healthplan strategies developer

PROJECT:

The cure for CHPB (Corporate Healthplan Premium Blues)

CHALLENGE:

For BGNE: To create sufficient buzz and generate a sufficient number of appointments prior to the open enrollment period – when companies can choose new carriers

For Litos: To create a creative campaign sufficient to these tasks – from soup to nuts – in six weeks

SOLUTION:

  • High-impact direct mail – Alpha prospects received a two-foot-high prescription bottle and the promise of a visit from a BGNE specialist ready to cure their CHPB.
  • All prospects received a corresponding direct-mail postcard series featuring urgent copy such as “Why ‘get well soon’ when you can get well now?”
  • Litos branded the sit-down between BGNE and its prospects as BGNE’s 20/20 Vision – “Give us 20 minutes and we could save you up to 20% on your healthplan costs.”

RESULTS:

A 2% response rate in direct-mail is typical; the BGNE campaign checked in at a very healthy 20%.

DOWNLOAD:

 

 

COMPONENTS:

BGNE - "Prescription Relief"

Image 2 of 7