Rocky Mountain Health Plans

Reaching Customers in a Transformational Way

Helping a healthcare provider rise above the competition during open enrollment.

The Challenge


Insurance companies face wild competition and market fluctuation while trying to earn consumers’ attention during annual open enrollment periods. Determined to rise above the fray, Grand Junction-based insurance provider Rocky Mountain Health Plans worked with Parallel Path to humanize the brand with an integrated campaign anchored around an authentic, cinematic, and localized short storytelling film series called “Life on the Western Slope.”



The marketing team at Rocky Mountain Health Plans (RMHP) had their work cut out for them. Insurance companies only have a three-month open enrollment period each year, giving marketing a small window to reach, educate, and convert consumers. Parallel Path encouraged Rocky Mountain Health Plans to think differently – and think big – to meet their customer conversion goals. Parallel Path developed a strategy that integrated traditional media to amplify the reach of RMHP’s message beyond the digital landscape. We crafted and executed an extensive, high-frequency media campaign named “Life on the Western Slope” to reach audiences. It succeeded and continues to exceed all expectations of reach and impact.

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Insights

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RMHP didn't have visibility into how marketing investments were impacting business goals. The time had come for marketing accountability, which meant building the Data Collection Infrastructure for reporting on the success metrics that aligned with their business objectives.
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Understanding that consumers make decisions based on why a brand does something as much as what they do, RMHP had an opportunity to develop a marketing strategy that was both data-driven and human-centric. Not only would their messaging be more consistent and results be more informative, this campaign simultaneously highlighted the "why" of what Rocky Mountain Health Plans was doing. By focusing on individual, often emotional success stories, consumers were able to personally connect with the brad in a totally new way. This approach carried through each step of the strategy and creative development process.
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An audit of historic creative efforts revealed an opportunity to better integrate RMHP's brand and campaign messaging across traditional and digital media placements. Consumers don't consciously engage "offline" and then "online". They simply engage with their world, be it on a handheld device or looking out the window while driving to work. Consumers tend to lose confidence in brands that are not consistent at every touchpoint, so it was key for RMHP to integrate consistent creative across media placements to build their brand.
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A review of historic media targeting revealed an opportunity to be more hyper-targeted and audience-centric. By aligning creative and real consumer data to media placements, Parallel Path helped RMHP craft a more sophisticated strategic approach, while also improving Return On Ad Spend (ROAS).
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Insights

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Parallel Path initiated a deep analysis of digital user and consumer data to help inform and direct the path forward. Insights included refining geo targets for digital efforts based on actual digital user profiles.
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Device data revealed that users discover and consider the brand on mobile devices but ultimately make their purchase decision further down the consumer journey on desktops.
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User flow analysis revealed where user experience could be improved on the website.
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The brand had an unusually high number of return visitors to their website which informed the opportunity to create a more personalized digital experience.
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The demographic analysis revealed that the core digital users represent two cohorts, boomers who are loyal to the heritage of the brand and new enthusiastic millennials who are beginning to make their brand preference in the category.
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With these digital specific insights in hand, the next phase of the partnership was to develop a strategy and solution for accomplishing the business goals.
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The Solution


Messaging can break a campaign or make a great one. For the Life on the Western Slope campaign, Parallel Path chose to align the messaging with essential human needs such as safety, family, friends, accomplishment, and purpose. When humans are confident in their safety, we have the space to feel free, less stressed, and healthy. That’s exactly the peace of mind that RMHP provides its customers.

To convey this message, we anchored the integrated marketing campaign on stunning film content that tells the stories of Colorado residents protected by RMHP. Each of the films in the series features a real person; no actors or scripts are used during the shoots.
The first three films in the Life on the Western Slope series ran from October 2017 to January 2018 and garnered over 6.3 million views. Over a three-year period, 8 films in total were produced for the series and have exceeded 20 million views. The series also continues to collect awards including a Webby and an Official Selection at the Telluride Mountain Film Festival and was a finalist in the 2019 Banff Mountain Film Competition.

The Life on the Western Slope campaign owes its success not only to the stunning quality and content of its films but also to the data-driven tactics that amplified the campaign’s reach beyond the digital landscape. As a first step, we analyzed and benchmarked the impact of previous campaigns on branded search queries as an indicator of brand intent. Then, Parallel Path’s approach and framework enabled real-time optimizations of the marketing campaign. Real audience engagement data was measured during the campaign to influence the content, asset rotation, and distribution across more than 25 traditional and digital media channels.



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Increase in Conversion Rate on Website


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Increase in conversion rate when testing ad messaging (A/B)
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Direct Traffic YoY
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Results


It would be an understatement to call this campaign a success. In an age of media oversaturation, sound bites, and distractions, it’s the brands like Rocky Mountain Health Plans that have the courage to lead with authentic content that will continue to have more meaningful relationships with their customers.


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Video Views (over 24 months)
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Brand Impressions (over 24 months)

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Brand Search Inquires YoY
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Campaign Landing Page Views



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“We have a great partner in Parallel Path, they are so much more than an agency to me. They really understand who Rocky Mountain Health Plans is and they deliver it in our marketing. They are always exploring ways to get us the biggest return on our investment. ”

 –Director of Communications, Rocky Mountain Health Plans

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