Physician’s Choice Advantage

The 500+ physician network Mid-Valley Independent Physicians Association asked us to develop a comprehensive campaign to introduce Physician’s Choice Advantage, a new healthcare plan for Medicare patients.

The campaign had to reflect Mid-Valley IPA’s innovative approach, yet still comply with strict government guidelines.

To help distinguish the product and increase name recognition, the campaign addressed key concerns of the target market–choice in healthcare and unique advantages, such as free home visits. With the constraints of a limited enrollment period, it was crucial to have all materials – website, brochures, print ads, television commercials, direct mail, billboards and busboards – come on-line simultaneously for greater impact. Plan administrators tracked the media from which inquires originated, and the enrollment packet converted prospects to enrollees. The number of patients enrolled was 100% above the targeted enrollee number set by the client at the start of the campaign.

More information: