Here to Stay
At the Top
During the early years of the Affordable Care Act, while other carriers were leaving
the market, BlueCross BlueShield of South Carolina decided to stay. Now a longtime leader in the ACA market, BCBS SC needed Anderson’s help in protecting their
large market share against rising competitors. Through innovative creative that drew attention to important numbers and an aggressive, multichannel campaign that focused on maximizing awareness and driving phone calls, Anderson sent the message loud and clear that BCBS SC is here to stay.
Campaign Results
10,975 calls
Anderson helped secure market dominance by exceeding the campaign acquisition and growth objectives.
Channels
Television | DM | Paid Search | Vertical Search | Paid Social | EM | Digital Display
Television.
Our creative approach emphasized top prospect needs, using the disruptive flip-counter creative, to position BCBS SC favorably from a variety of perspectives.
Direct Mail.
The flip-counter-style creative platform was carried through to the direct mail to draw attention to important numbers. Through innovative, breakthrough creative and hard-hitting DM best practices, response was maximized.
Paid Search.
Our strategy generated phone calls from an actively shopping audience, using a call-only campaign to drive high member conversion rates.
Vertical Search.
Specific content drove phone calls by targeting consumers with high intent (i.e., prospects searching for healthcare-specific websites).
Paid Social.
Targeted Paid Social generated significant awareness and leads.
Email.
The email campaign complemented a multi-touch DM strategy.
Digital Display.
Targeted prospects through digital display while boosting brand awareness.
