Humana Recognized for TV Spot

Humana Inc.’s “Relationships” ad from fall 2010, which aired leading up to and during the Medicare Annual Election Period, was recognized as the Best TV Advertisement/Campaign at the 2011 Medical Marketing & Media (MM&M) Awards. The MM&M Awards recognize exceptional creativity and marketing effectiveness in health care.

Medical, Marketing and Media said the “well-executed spot aims to address seniors’ retirement goals of control and independence, while positioning Humana as a health care provider with their [members’] interests at heart.”

The panel of judges described Humana’s ads as “a perfect combination of education and emotion without being too cutesy.”

Humana says its creative and marketing agency partner in the development of the ads, RAPP, helped Humana boost traffic to the medicare branch of their web presence. Site visits increased by 50 percent during and immediately after the ad campaign, and more than 60,000 people viewed the “Relationship” ads on Humana’s YouTube channel.

 

 

For reprint and licensing requests for this article, click here.
Customer experience Policy adminstration
MORE FROM DIGITAL INSURANCE