Increasing Awareness about McLaren Health Plan
Brand Awareness
March – December 2022
A variety of communication efforts took place throughout the year not only to highlight partnerships and successes but to also increase awareness about MHP. Implementation of general brand messaging across channels helped to educate Michiganders about MHP as the right plan for all.
Services Performed
Planning
Creative
Messaging
Public Relations & Distribution
Video Production & Editing
Media Buying
Social Media
Digital Display
Outdoor
Print
Health Event Sponsorship and Print Promotion
March 14 – June 30, 2022
MHP received 256 promos that aired across WSMH’s 3 stations, video outreach banner ads at no cost and a 1/4 page print ad was included in the Lansing State Journal.
Tactics
Article •
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Digital ads •
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Outdoor •
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Results
292k
impressions
31k
volume of engagement
$334
added value
95K estimated Impressions from print ad
50,000 extra impressions on MidMichiganNOW’s website
WSMH included video outreach banner ads at no cost, 33,385 impressions that received 35 clicks, and a VCR of 71.30%
Henry Ford Health In-Network Announcement
Social Campaign (Facebook)
November 23 – December 7, 2022
The social campaign for the announcement of Henry Ford Health now in-network generated significant engagement as people were curious to know more.
Tactics
https://vimeo.com/790846210/5fb21264a1https://vimeo.com/790846202/cade4d8346
Social •
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Results
449k
impressions
86.9k
engagement
4.1k
unique link clicks
94k
reach
1.14%
CTR
The social campaign generated the highest additional organic promotions with 29 post-shares indicating the fact that people found this information very useful.
Public Relations
A press release was distributed with the announcement of the addition of Henry Ford Health to its Medicare and Medicaid Networks in Nov. 2022.
Tactics
Press release •
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Results
The press release generated 8 articles and radio broadcasts with 835K impressions
Covid Social Campaign (Facebook)
March 17 – June 17, 2022
MHP values taking care of its members, and ensuring they are aware of all the resources available to them related to the pandemic. MHP wanted to make sure members knew that “Together we can overcome COVID-19”.
Tactics
https://vimeo.com/790853253/d30e329912https://vimeo.com/790853267/c6f7051905
Social •
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Results
389K
impressions
32k
engagement
4k
unique link clicks
86K
reach
1.33%
CTR
65+ audience formed the majority audience for the campaign with women being a higher contributor.
Audiences in Lansing/Saginaw were extremely receptive to the messages. They generated a click-through rate 157% higher than the industry average.
Ingham County Health Clinic Social Campaign (Facebook)
June 17 – June 22, 2022
Results
137K
impressions
843
engagement
721
unique link clicks
42K
reach
0.57%
CTR
Users aged 65+ were the largest demographic
Public Relations
August 2022
MHP shared the announcement of earning the Multicultural Health Care Distinction award from the National Committee for Quality Assurance by distributing a press release.
Tactics
Press release •
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Results
6
articles and radio broadcasts
14K
impressions
Top coverage included WSGW radio and the Flint Courier
Organic Social
January — December 2022
Results
Total Post Impressions:
204,458
2022
7,103
2021
Total Post Engagement:
3.76%
2022
3.41%
2021
Total Post Reactions:
232
2022
44
2021
Total Post Shares:
85
2022
59
2021
Page Reach up 27.5% (757,338 )
Page visit up 74.5% (5,952 )
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Medicare
Community & Commercial