9 Million Members.
5 States. One Voice.

Two senior women smiling - live your Blue life
OVERVIEW

Serving more than 16 million members across 5 states, Health Care Service Corporation (HCSC) is the largest customer-owned health insurer in the United States.

They selected TRAFFIK Health to develop an integrated marketing campaign for their 2020 Medicare Annual Enrollment Period (AEP)—which led us to create the Live Your Blue Life campaign.

AGENCY FOCUS
  • Medicare AEP Campaign
  • Member Retention Strategy
  • Broker Sales Tools

Partnership Overview

AUDIENCE

HCSC Medicare members, dual-eligible beneficiaries, age-ins and brokers.

GOAL

Highlight plan benefits and features, improve member retention and provide effective sales tools.

PROCESS

TRAFFIK Health drew on audience research and insights to identify key drivers for each segment, developing strategies to inform messaging.

OUTCOMES

TRAFFIK Health developed segment-specific content, reaching 9 million audience members, which drove strong results across both acquisition and retention campaigns.

Map of states HCSC serves

“We discovered that some HCSC members weren’t reading important documents or didn’t understand them, leading to confusion about plan features and dissatisfaction. That drove us to create easy-to-understand materials that empower informed healthcare decisions.”

Ruchi Lamba
Ruchi Lamba
Senior Strategist
TRAFFIK HEALTH
Ruchi Lamba

Data-Informed Creative

Building on our research, TRAFFIK Health created the Live Your Blue Life campaign, featuring easy-to-understand print and direct mail pieces, a wide range of digital assets and informative broker tools.

To optimize impact for each market, TRAFFIK Health built an exclusive library of on-brand, segment-specific materials, creating a cohesive journey for members across all touchpoints.

Live your Blue life print collateral
HCSC Headquarters

Maximizing Results

The Live Your Blue Life campaign drove measurable results across audiences, including brokers, current members and prospective members, contributing to a strong growth year and momentum continuing into 2020.

Woman smiling

MORE PROJECTS