Case Study: Breaking into a tough Washington market

Case Study:  Breaking into a tough Washington market

Case Study: Breaking into a tough Washington market

Challenge

SoundPath Health, formerly Puget Sound Health Partners, launched in the fall of 2007. As a Medicare Advantage plan, SoundPath had to navigate a highly-regulated advertising environment which threw up a wall of complications in branding and marketing. In addition, SoundPath Health was the first new plan to open in Washington in over 15 years. Breaking into a market with competition from national and well-established regional carriers was a daunting proposition to say the least.

Solution

Wilson Strategic was brought in to help coordinate and organize SoundPath’s marketing efforts.  From creative and collateral, to media buys and direct mail, WSC helped bring facilitate the marketing process with multiple stakeholders, physician groups, and the plan’s executive leadership.

WSC organized strategic, focused media buys in targeted zip codes based on demography and geography so that every marketing dollar had maximum impact on the Washingtonian consumer.

Outcome

Upon the conclusion of open enrollment, CMS announced that SoundPath was the fastest growing new Medicare Advantage plan in America with over 5,000 new enrollees in 3 counties. Not bad for the new kid in town!

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