Priority Health DRTV Media Buying Case Study
Priority Health, reached out to Modus Direct to utilize targeted Direct to Consumer Television as the main channel to reach enrollment goals in a market previously dominated by Blue Cross Blue Shield.
So how could we get people to take notice of a challenger brand in a tough marketplace? We blanketed Michigan with Direct Response TV spots that featured a savvy spokesperson answering the top questions Michiganders had about Medicare AND we offered a FREE booklet to help people make the smart decision for their Medicare needs.
In the end, the campaign crushed all quote and enrollment goals and proved that a targeted optimized direct response campaign backed with real-time insightful analytics can challenge even the mightiest competitors…