Marketing CityCare to Denver City Employees
Goal: Increase enrollment in the CityCare health plan by city employees choosing from three competing health plans.
Research: Secondary research found that people choose health care providers based on recommendations from others. Primary research uncovered positives and negatives from current CityCare employees.
Strategy: Develop a high quality, four-color brochure mailed to the homes of 10,000 City of Denver employees .
- Use quotes from satisfied CityCare members as third-party endorsement for the health plan.
- Position Denver Health as one-stop, comprehensive care, compared to the competitors who had separate locations for doctor appointments, lab, x-ray, and other services.
- Develop a presentation taken to every department during open enrollment
- Hosted a breakfast for the clerks in each department who enroll new employees in health insurance to educate them about CityCare and enlist their support.
Results: Enrollment in CityCare increased 96 percent through the campaign.