AmeriHealth Engages Seniors With Direct Mail Game
In a very competitive marketplace, a standout direct mail package can make a big impression.
Mailer Name: AmeriHealth New Jersey
Date Mailed: October 2015
AmeriHealth, a subsidiary of Independence Blue Cross, provides health insurance to thousands of companies and individuals. This campaign targets seniors at the beginning of Medicare’s annual election period.
The front of the 7-1/4”x9-1/2” envelope asks: “Looking for big benefits” And, it answers the question by teasing what’s inside. It promotes the “I Spy Medicare Magnifier.” A small window inspires curiosity, showing barely anything to the prospect. The reverse side copy provides little more than a clever play on words. “It’s time to look closely at our Medicare plan.”
In the letter’s Johnson Box, a headline calls attention, via an arrow, to the magnifier mentioned earlier. “We’ve made it easy to find all of the Medicare benefits you’re looking for,” it points out. The customer is directed to “see what you can spy” by removed the spot-glued magnifier from the page.
As with other marketers in this space, there's a focus on benefits. The body of the letter briefly runs down some of the ones of the Medicare plan offered by AmeriHealth. It also notes that they are available for a lower premium.
But to truly engage the prospect’s interest and ensure that they opt for a sales call, the magnifier has to be put to work. That’s where the insert comes in. One panel is a large seek-and-find graphic. It hides the logos matching the plan benefits listed on another panel. For example, a stethoscope represents "20 primary care physician copays."
Use an involvement device that almost demands that a prospect to take an action — and is relevant to them— to proceed with their order.