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%.
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