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Medicare Satisfaction
Metaphor Studio routinely develops communities around brands in order to establish the brand as “the” destination within a given industry. Our proprietary approach results in a paradigm shift of creating a “pull” to the brand as opposed to simply “pushing” out the brand and interrupting the desired prospect in the hopes that a sales transaction will occur.
Anthem Blue Cross and Blue Shield's Senior Market required a new level of sophistication and differentiation for the Anthem brand. Metaphor’s task was to immediately identify and address the three primary objectives that would be core to our creative strategy. 1. Brand Awareness
2. Product Expansion
3. Direct Response Metaphor’s team mapped the brand positioning and graphic identity of the competition, as well as tested the consumer experience with direct competitors who were gaining market share. Our job was simply to own what’s ours and separate Anthem from the competition in the minds of consumers.
Campaign Tagline:
“Medicare Satisfaction”
This tagline serves as an umbrella for Anthem’s complete product offering—Medicare Supplement, Medicare HMO and Medicare PPO. Metaphor selected the word “Satisfaction” because to be happy, people must be satisfied with their health coverage—this is a basic, human concern. Anthem’s breadth of products provide their customers with Medicare Satisfaction.
Metaphor has treated the Anthem logo, tagline and products as a visual system so that the marketplace will begin to recognize this visual identifier. Consistently listing the products also promotes the fact that Anthem offers a FAMILY of products—another point of differentiation from their competition. “Medicare Satisfaction” comes from being BLUE.
Metaphor has met Anthem’s needs by assessing the brand’s strengths and weaknesses to develop a creative strategy that hits all of the targeted objectives even as they continue to move. BACKGROUND
The equity in this particular situation consists of more than 60 years of trust, confidence and dependability. We, quite frankly, did not have the budget to recreate that level of equity with a new brand attribute in all of the areas we were to cover and therefore chose to focus on utilizing existing brand equity to its fullest potential.
We are fortunate that Anthem Blue Cross and Blue Shield is a recognized brand, particularly among our target community of seniors. Our competition has actually made it easier for us to promote our differentiation, likely because they recognize Anthem as a traditional, BLUE powerhouse in the industry. In short, Anthem possesses brand equity.
CHALLENGE
The challenges of this project included multiple campaigns with three-tiered objectives that require immediate response to changing media timelines, production budgets and new product rollouts.
We needed to own BLUE and give meaning to BLUE. Anthem Blue Cross and Blue Shield carries a positive identity with our target demographic, although Anthem hasn’t brought BLUE to life in advertising in the past.
All of our research – Internet, Focus Groups, etc. indicated that this market has been quite risk-averse and that at this stage in their lives are looking for less risk and more comfort. They simply want to be happy and do what they love to do.
METAPHOR’S SOLUTION
By following our Community Experience Development process we were able to cultivate, fascinate and illuminate Anthem's senior community. Development of creative strategy and execution, as well as, media planning and procurement were the primary tools. By showing that seniors are “So Happy Being Blue”, we demonstrate that they are happy with Anthem and their health insurance decisions. It allows us to explain why they are happy and how having Anthem as their trustworthy health insurer allows seniors to pursue their passions and enjoy retirement. With so much confusion in the market regarding new government regulations these seniors require simplicity. And that's precisely what we delivered. A color coded system that Metaphor developed allows the products to be clearly differentiated and makes it easier for these consumers to choose. In this market, that is no easy task.
In order to develop the feeling of community and accomplish the objectives Metaphor decided to leverage Anthem’s most dramatic difference in the marketplace:
Their Blue Cross and Blue Shield affiliation. "So Happy Being Blue." 
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