Seniors are inundated with complicated information on Medicare Part A and Part B coverage. The last thing they want to see in their mailbox is information about another insurance plan. Humana turned to J&C to address this challenge and beat their long-standing Discount Savings Plan control.

The first step was to take pages of industry insurance-speak and boil it down to a simple offer in everyday language. This included pulling out the real-life benefits of the coverage — something our parents or grandparents could easily understand. The second step was to create a design that would do three things: 1.) Get noticed in a mailbox full of bills, magazines and postcards; 2.) Get opened; and 3.) Get targeted responders to act. J&C presented two unique concepts.

As part of the A/B/C test, both J&C challengers went up against the existing Humana control and both exceeded expectations. The $7 humanized offer outperformed the control by 13% and the “official” approach increased response by nearly 24%.