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Case Study: EmblemHealth – Engaging Latino to Increase Enrollment

emblemhealth-engaging-latino

Background

Latinos lag in health insurance despite greater health disparities.  There are behavioral, social & environmental factors as well as a lack of linguistically and culturally appropriate information and resources. ACA has begun to shift the paradigm and Emblem Health, a leading NY healthcare provider wanted to augment advertising schedule with an immediate and impactful enrollment drive in NYC.

Strategy

Agency recommended and subsequently implemented a phone bank in conjunction with Univision Channel 41 NYC

What:  A customized help line to provide information and resources to the viewing audience.  Phone Banks combine strength of broadcast with an interactive platforms that is friendly and inviting

How it worked: A series of promo spots were produced and aired during the evening news encouraging viewers to call in and speak with EH representatives live.

Action:  Viewers called the designated help line and bi-lingual EH representative answered general questions about open enrollment and selecting a plan as well as specifics on EH plan benefits, costs, etc.

Result

Unprecedented partnership with Univision and ability to be on prime time

  • Univision 41 NY is the #1 most-watched early local newscast in the country among Adults 18-49 & Adults 25-54, regardless of language per the Nov, 2015 Nielsen ratings sweep.
  • Additionally, the 6 PM newscast on WXTV is #1 in the NY DMA.

Almost 5.6M A 18+ Impressions, over-delivering goals by .5M + 59% in added-value

TV Imps:  4,934,000

Digital Imps: 165,405  plus/Clicks: 345 and CTR% 0.21%

Added-value TV:  416,000

Facebook Posting:  21,000 views of HIX spot, 104 likes, 18 shares

Total Impressions:  5,536,405

 

Call Center reported  205 calls, 45 leads generated.