Challenge: Vermonter’s aging into Medicare are faced with many options and by human nature, are likely to procrastinate in deciding what to do about health insurance. BCBSVT Medicare Supplement plan options must also compete with lower-cost Medicare Advantage plans.
Solution: We capitalized on the brand’s long history of Vermonters serving Vermonters using regional imagery and new theme focusing on insurance for “your neck of the woods.” Direct response best practices also played an important role, including strong promises with emotional and rational benefits.
