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Healthfirst
Long-running Medicare campaign keeps New Yorkers happy
Healthfirst had built a trusted brand in New York around its service and product offerings. But in a competitive Medicare Advantage marketplace filled with nationally known providers, they needed something more – a brand that people could identify with and even love.
Now in its fourth year, our breakthrough campaign created that connection by focusing on the joy of authentic people – set to the tune of an updated classic fondly remembered by seniors, “Come On Get Happy.”
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Striking an emotional chord by exuding positivity
Bursting with color and energy, including a vibrant wave and playful graphics, our “Where healthy starts” campaign has resonated with New Yorkers by connecting health to happiness in life. In the lead-up to the official Medicare enrollment period each year, we’ve built awareness among a multicultural audience using tactics such as:
- Upbeat TV spots and print ads
- Eye-catching posters in Healthfirst Community Offices to attract neighborhood residents
- Out-of-home advertising that leverages partnerships with corporate sponsors
- Colorful RVs that turned heads in the streets and at Healthfirst events
Simplifying a complex product and sale
During enrollment, we’ve focused on creating a highly consistent and coordinated campaign to reinforce impressions and boost enrollments. One key has been making a complex product and buying process simple and approachable. To this end, longer-form TV ads and other tactics have retained the campaign’s easygoing vibe, while avoiding insurance-speak or overwhelming explanations.
Having achieved significant improvements in virtually all metrics with this campaign, we’re continuing to build on Healthfirst’s new image to reach an even bigger Medicare audience.
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Social and digital have used simple, engaging animations to score big performance gains year over year.
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Direct mail has proven highly efficient in generating enrollments.
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Results
Over 75% increase1
in enrollments
26% reduction1
in cost per enrollment
1 with corollary increase in advertising awareness and consideration
What we did
Competitive Analysis / Messaging Strategy / Music Production / DRTV / Direct Mail / Print Ads / FSIs / Paid Social / Paid Search / Display Ads / Landing Page / In-Store Promotion / Out-of-Home / Brand Playbook