Does Direct play a significant role in health care marketing? For 10% of New Yorkers, the answer is a resounding Yes.

This is all detailed in Heather Fletcher’s great story “Invincible Marketing” in this month’s Target Marketing.

How did EmblemHealth acquire 33,000+ new health plan members in six months—from an unknown and undefined market? It was all thanks to a multifaceted, targeted, and flexible campaign. And some tremendous data profiling, modeling and segmentation work. (As a top analyst we know often jokes about a successful campaign, “It must be the data!”)

In fact, they were able to use predictive data modeling to find “never-ever” prospects and more efficiently drive enrollments. But unlike most cases where we have an existing customer database to model—this was 100% acquisition. It was an entirely new product and new market. So they had to make some educated assumptions, test, and continually improve upon the control.

The company refers to their campaign as “a living entity.”

Why? Because they were quick to change things up—immediately switching both messaging and channels based on results. As expected, these speedy adjustments optimized spending for the campaign, which integrated various digital and traditional channels to make the sale.

It’s a great example of a well-executed campaign.