Project Overview

In 2023, AmeriHealth Caritas was selected as one of eight Medicaid providers for the state of Ohio. Singleton & Partners was chosen as the Agency of Record following a highly competitive bid process based on our experience in health care and expertise on reaching this particular target audience.

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Goal

The goal of this project was to reach low-income Ohioans statewide to communicate the benefits of AmeriHealth Caritas, limited attrition during annual renewal season, and increase brand awareness.

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Strategy

Through research, we established two primary target audiences. 1) Woman 18-34 (especially expectant mothers and mothers of young children); and 2) adults 18-54. We determined that a cross-platform and multimedia approach would be most effective in reaching these audiences. 

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Tactics

In order to reach both audience with high frequency, we developed comprehensive multimedia plan that incorporated TV, cable, Over-the-top (OTT), digital (display, mobile, and video), Youtube, Facebook, Instagram, transit, spot radio, streaming radio (Pandora and iHeart) along with rural radio networks. 

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In order to saturate the AmeriHealth Caritas message of enrollment to the hard-to-reach Southeastern communities, there was a heavily weighted Out-of-Home (OOH) / non-traditional effort employed including billboards, gas station toppers, coasters and posters at restaurants.