COVENTRY HEALTHCARE OF LOUSIANA

Challenge:
Communicate that Coventry Health Care of Louisiana is an affordable alternative to market dominant (95%) provider Blue Cross Blue Shield.

Insight:
Consumers were angered by the perception that health care insurance providers were 'getting rich' by limiting coverage, raising premiums and increasing bureaucracy. This was making health insurance expensive and painful to access.

Solution:
Position Coventry One as the affordable, easy to access health insurance alternative to the Blue Cross Blue Max plan.

Results:
Based on the traceable sales that resulted from the advertising campaign, Coventry achieved a $2.16:1 ROAI (Return on Advertising Investment).