Direct Care Campaign – Güd Marketing

Choice: The Big Business Opportunity Now Available for Small Business

McLaren DirectCare with Roundstone Campaign

October – December 2020 – Rising costs often force small and midsize businesses to feel like they don’t have enough options for health insurance. The problem is exacerbated by wanting – but not having access to – cost-effective self-funded health insurance enjoyed exclusively by larger businesses. That all changed when MHP launched DirectCare with Roundstone in 2020, which allowed employers to pay for claims out of pocket as they are presented instead of paying a predetermined premium to an insurance carrier for a fully insured plan.

Services Performed

Planning
Creative
Messaging
Social Media
Media Buying
Digital

Problem

Since 90% of MHP business accounts are handled by MHP’s network of agents, the importance of communicating this huge opportunity to agents was paramount, as was the task of clearly stating the newsworthy benefits and a viable selling proposition. Furthermore, many businesses have experienced significant staff increases or decreases caused by COVID-19. These developments put health insurance at top of mind as employers tried to navigate a new landscape.

Strategy

MHP’s agents and prospective employer groups could be persuaded to consider DirectCare with Roundstone simply by promoting the fact that small businesses now had an option normally offered only to large businesses. Not only that, online training would help agents promote the plan’s innovative options and ability to offer significant cost savings to businesses.

Agent Strategy
• New product, competitive advantage. Personal attention and choices of coverage are two things people value most from their independent agent. DirectCare with Roundstone equips agents who offer MHP a reason to reach out to customers with innovative new options that are unique to MHP.

•Online education available. Roundstone University offers accessible training to help agents feel confident about their product knowledge.

Business Owner Strategy
• Focus on cost savings. COVID-19 has placed significant financial burden on many businesses. Business owners are looking for ways to control costs and manage cash flow.

Tactics

Print Ad •
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Radio Spot

DirectCare Radio Spot #1
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DirectCare Radio Spot #2
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Digital Display – Agents •
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Digital Display – Businesses •
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Social Media Graphics – Agents •
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Social Media Graphics – Businesses •
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