Case Study: Johns Hopkins Advantage reaches 14% market share with DMW Direct's omni-channel marketing

Johns Hopkins Advantage reaches 14% market share in 36 months with DMW Direct

The customer, Johns Hopkins Advantage MD, a new Medicare Advantage plan, faced the challenge of launching in a Maryland market dominated by Medicare Supplement plans, with single-digit market penetration. They needed to leverage their respected parent brand while also communicating their new, comprehensive statewide network. They partnered with the vendor DMW Direct for an omni-channel marketing solution.

DMW Direct implemented its Action Brand discipline to create a new market presence, which included direct mail, DRTV, digital ads, and website design. The results were outstanding, with the campaign surpassing lead goals by 111% and helping the plan achieve 14% market share within 36 months. DMW Direct's efforts also generated a 56% increase in membership and a 65% lead generation lift over projections.

Johns Hopkins Advantage