SOM Campaign – Güd Marketing

Being There for State Employees

STATE OF MICHIGAN CAMPAIGN

In light of the COVID-19 pandemic, creative materials for the State of Michigan open enrollment campaign had to coincide with the newly revamped brand campaign. The importance of messaging was critical: communicate the value of MHP to State of Michigan employees, increase their consideration to switch and leverage the supportive sentiment of “being there” for the health and safety of MHP members and the community.

Services Performed

Planning
Creative
Messaging
Media Buying
Digital
Social Media

Problem

Since Blue Cross and PHP were players in this market, it was important for MHP to maintain or even gain a competitive advantage. Research indicated that price was the leading factor when people consider health plans. In fact, State of Michigan employees had a strong preference to renew their existing insurer. They would switch only if there was a significant change in price or if they experienced poor service. However, price could not be referenced in any campaign messaging – nor could comparisons between health plans/providers, reputation of insurer, ease of use or network/provider size. Highly targeted tactics urgently conveying the benefits of MHP included brochures, digital executions, postcards, social media presence, outdoor and online video.

Strategy

The need for MHP to be top of mind for State of Michigan employees and their families was critical. The evolution of the MHP brand promise to a position of real-time relevancy could drive traffic to a new landing page on the MHP site specifically designed for SOM employees. Targeting addresses of employees created multiple touch points with increased effectiveness and efficiency. The brand campaign theme line – The Right Plan for Right Now – was well suited and quite timely to anyone considering health plans during open enrollment.