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Work Excellus BlueCross BlueShield
Pinckney Hugo Group Logo
Excellus BlueCross BlueShield PHG has been a trusted agency partner for Excellus BlueCross BlueShield for several years. When Excellus BCBS set out to differentiate during the crowded AEP Medicare season, PHG was here to help.
client Excellus
expertise Healthcare

Challenge With so many health plan providers to choose from and complicated plan details to sift through, the Medicare enrollment process can be overwhelming, confusing and expensive at best. As the region’s largest health care provider, Excellus BlueCross BlueShield entered the 2022 Medicare Annual Enrollment Period with one goal in mind: to reimagine the Medicare experience by providing enhanced benefits with lower costs.

With a stronger product portfolio than years pasts, PHG’s task was to create a strategic traditional media plan with strong creative executions to get the word out.

Solution Based on key data, DEFT research and Neilson reports, PHG created and executed on a fully integrated Medicare campaign including TV, Print, OOH, Direct Mail and additional collateral work. This work was not only segmented by three distinct regions across their footprint, but further broken down by four key audiences in some instances to ensure we were delivering the message with as much relevancy as possible.

This campaign not only targeted newly Medicare-eligible prospects, but also those currently enrolled in a plan who may benefit from switching to Excellus.

Billboards & Direct Mail