Mercy Health Plans

Mutli-Product Line Branding, Positioning, Lead Generation

Mercy Health Plans recognized the market opportunity to provide small business owners with timely quotes for small group health coverage. 

MGA developed strategy and the tactical execution targeting 5,000 prime small business owners via an interactive DVD demonstrating the ease of obtaining an instant, on-line quote from Mercy Health Plans. The direct mail was supported with targeted radio and B2B print. 

St. John’s PremierPlus

Integrated Lead Generation Campaign

Mercy Health Plans operated in Springfield, Missouri as St. John’s Premier Health Plan. MHP was first into market with a Medicare Advantage plan and and sought to be the region’s preferred health plan for Medicare eligible individuals. 

MGA developed a branding/direct response strategy. Using national data to create a demographic and psychographic profile, household level data was appended to create a market priority index. The index helped shape the go-to-market strategy while complying with regulatory demands prohibiting marketing efforts that result in “cherry-picking” potential members. 

A regional celebrity member-spokesperson was identified and is featured in integrated media; including TV, radio, direct mail and collateral.