Adding a local touch.
Driving impressive results.

OVERVIEW

Health Alliance Plan (HAP) is a Michigan-based nonprofit health plan founded 50+ years ago as a subsidiary of the Henry Ford Health System. It serves over half a million members across 23 diverse counties in Michigan.

HAP had been working with multiple agencies but noticed their results year over year began to flatline. They also had tremendous competition entering their market. They needed to refresh their messaging and elevate their digital engagement.

AGENCY FOCUS

Omnichannel Marketing
Brand Development & Strategy
Market Positioning & Launch
Digital & Physical Media
Integrated Messaging Campaigns
Email Automation
Multicultural Marketing

Partnership Overview

AUDIENCE

Current and potential HAP members living in Michigan who favor a local health coverage option that understands their culture, values, and needs

GOAL

Increase the number of enrollments, while also providing new tools and marketing assets to brokers to drive lead flow

PROCESS

TRAFFIK designed a segment-specific marketing plan to highlight strengths and retain members, staying relevant and targeting effectively

OUTCOMES

TRAFFIK helped HAP maintain a 95% retention rate and a 24% increase in engagement YoY in a competitive market, demonstrating effective messaging and audience targeting

RESULTS & RELATIONSHIPS

Since 2021, TRAFFIK has partnered with HAP to strategically reinforce the benefits and value that they provide their members—from affordable plans to benefits that help members lead an active life.

Using language and imagery with infectious smiles, pets and happy lifestyle shots, TRAFFIK has communicated that HAP truly is Michigan’s favorite local healthcare option.

KEY INSIGHTS

By analyzing market segments and overlaying the data with predictive analytics–combined with an unmatched knowledge of the healthcare landscape–TRAFFIK developed a highly segmented marketing strategy and customer journey to engage specific audiences with messaging and imagery tailored to their community

Woman with her head out the window of a moving car

“By diving deep into previous campaign results and targeting those learnings head on, we have been able to deliver the right message to the right audience for HAP on a consistent basis. This has allowed them to not only compete in a highly competitive market, but also retain a majority of their membership during the volatile period of the pandemic.”