Priority Health DRTV Media Buying Case Study

Project Description

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…