Case Study: AmeriHealth Caritas engages cautious dual-eligible prospects with DMW Direct

AmeriHealth Caritas activates cautious prospects with DMW Direct’s multi-state "Help Yourself" campaign

AmeriHealth Caritas, a health insurance company, needed to reach a unique and underserved audience of "dual eligible" Medicare and Medicaid recipients who were skeptical of marketing and wary of changing benefits. They partnered with vendor DMW Direct to create a campaign that would overcome this caution and persuade prospects to join their benefit-rich plan.

DMW Direct implemented a multi-channel campaign called "Help Yourself," which used bright, ownable graphics, simple wording, and large numbers to visually sell the plan's benefits. This emotionally uplifting approach empowered the audience with a clear "What's in it for me?" message. The overall campaign was a success, effectively activating these cautious prospects.

AmeriHealth Caritas