What makes WellSense unique is that it’s so much more than a health plan. With a strong presence in the communities it serves, WellSense connects members to the resources they need beyond just healthcare providers. So we developed strategic messaging that highlights the health plan’s commitment to whole health. Using the sun graphic in the WellSense logo as the basis for our creative platform, we paired it with the tagline, “We revolve around you,” and developed a campaign that features members in their communities, supported by WellSense.

To better impact results, we utilized a media-mix modeling approach to understand the interaction between offline and online channels. The campaign, which included digital media, out-of-home, and multiple TV spots, not only raised awareness of the brand, but also developed a powerful enrollment platform, increasing website traffic by 28% and organic search impressions by 156% and lifting brand awareness by 2% in New Hampshire and 14% in Massachusetts.