DMW Worldwide Helps Excellus Health Plan Relaunch Value-Added Benefit Program
Tuesday, 29 May 2007
When Excellus Health Plan, Inc. sought to relaunch its value-added fitness and weight loss management program available exclusively to Excellus’ over-65 members, the organization turned to DMW Worldwide LLC for help.
Within New York state, Excellus Health Plan goes to market as two distinct entities: Excellus BlueCross BlueShield in the Syracuse, Rochester, and Utica regions, and Univera Healthcare in the Buffalo area. Excellus BlueCross BlueShield promotes the fitness and weight loss program under the brand “Go Getters” and Univera markets under the name “Active Anytime.”
Excellus’ competitor in the over-65 marketplace is AXIA Health Management, which promotes a similar benefit under the SilverSneakers® Fitness Program brand. It was Excellus’ objective then to promote its programs as a more comprehensive alternative to SilverSneakers, to retain members, and to convince prospective members to consider Excellus.
In order to expand the program, DMW helped Excellus to reach three target markets: providers of weight loss and fitness services; health plan members who don’t use the value-added program; and health plan members who already use the value-added program.
Connecting with fitness and weight management providers as well as members was the beginning of a continuing grassroots initiative to generate interest in Excellus Medicare programs throughout the year. DMW developed a program that would help build brand image, acquire more and more health-conscious members, retain current members, improve the health of its current member base, and keep Excellus’ promise to improve the health of seniors in its target market areas.
To meet these objectives, DMW developed four types of marketing materials: collateral, a provider mailing, a member retention mailing, and a fitness utilizer mailing.
“Messaging was created to encourage benefit utilization, which is the most effective form of member retention,” said Peggy Kahn, director of Medicare Marketing for Excellus. “When members stay active, they tend to be healthier and have reduced health claims in the long run.”
While provider feedback and usage information is still being gathered, Excellus sales representatives have received calls from fitness providers, generating appointments and requests for collateral. The member retention program has pulled a 10 percent response. Responders have also contacted Excellus for additional information or to attend an informational workshop. All direct mail efforts have helped to keep the fitness and weight management program — and Excellus health care programs — top-of-mind throughout the year.