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Independence Blue Cross
Finding the Influencer in Every Home
Purchasing healthcare coverage is complicated. According to research, family influencers play a meaningful role in the purchasing decision. IBX aimed to quantify the impact of family influencers on Medicare coverage purchasing decisions, understand these influencers’ concerns and motivations, and provide the resources and information needed to help them support their relatives.
The Strategy
Collaborating with Vynamic (project manager), Wunderman Thompson (media buying) and IBX Medicare marketing, AB&C developed an emotionally engaging digital creative campaign aimed at empowering family influencers (adult children) to be more confident in helping their age 65-plus relatives make informed health plan decisions.
This project launched as the pandemic waned, coinciding with emotional family reunions. We saw an opportunity to create a very human, powerful and engaging campaign, leveraging these powerful family moments and the heightened awareness and appreciation of family members’ roles in protecting the health and well-being of their loved ones.
AB&C was responsible for creative direction, including imagery, messaging, tone, etc. We also developed the creative video, landing page and interactive Medicare journey map. This included ideation, wireframes and content curation.
The Success
The campaign overperformed across most KPIs. Responses were 45% above plan, with an efficient $142 CPR. Applications were 91% above plan, with a 41% CPA ($1,745).
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