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Gateway Health Case Study | AlphaGraphics
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Gateway Health 

Creative cross-media marketing

 

The need: Craft a clever campaign to attract prospects in the highly competitive healthcare industry to Gateway Health Plan, while conforming to HIPAA regulations and marketing guidelines.

The solution: AlphaGraphics developed an alternative approach to traditional direct mail—market to key influencers who serve the target audience, encouraging third-party connections.

 

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AlphaGraphics executed a cross-media, multi-touch campaign--including personalized postcards, personalized URL with prospect survey, follow-up postcard, and follow-up letter--to 1,154 prospects.
The survey collected general patient information from providers, and incented respondents with a drawing
for $500 cash and a TW/Wii Fitness package.

The cross-media approach paid off, gathering valuable data AlphaGraphics will use to refine future campaigns and generate additional leads. Although historical direct mail response rates for this audience were 1-2%, our campaign brought in 63 site visits (5.46%), and 51 survey responses (4.42%).

The ROI: The initial campaign resulted in 67 times the initial investment. Since a lead can produce more than one new member, the client continues to see residual success. 
Your staff is always very professional and we can count on them for a great product.
Craig S. Ferguson - Micron West
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