SilverScript’s Mail Highlights Health Insurance Savings
A Medicare drug plan emphasizes its low costs in this simple direct mail piece.
Mailer Name: SilverScript
Date Mailed: October 2016
Medicare’s open enrollment period for its Part D drug plan begins on October 15 and runs through December 7. That means seniors get lots of mail from companies targeting new customers or trying to get current ones to switch plans.
One provider is SilverScript, a CVS Health company. It used this tri-fold self-mailer to promote one of its own prescription plans.
First, the address side teaser acknowledges that the beneficiary may be feeling some anxiety about their impending decision. “On Medicare? On edge about changes to your prescription drug plan?” It informs them of coverage with a $0 deductible.
The tagline on the opposite side flap offers an even more upbeat directive. Above a photo of a smiling older man and a young girl, it advises: “Make a change for the better.” Without getting into specifics, it directs the recipient inside to learn more about a low premium plan.
Then, when fully opened vertically, the panels lay out the case for the Choice plan. Benefits like “tens of thousands of network pharmacies” headline paragraphs that provide some details. Also, short descriptions of the benefits run down the page’s right margin, helped along with arrows between them.
Finally, after a reminder of the deadline, the mail piece makes an offer for a free quote.
Use your mail piece's real estate to quickly explain the benefits of your offer to your customer, then move them along to conversion.