Launching a campaign for better benefits

A client came to me with a problem. They wanted to grow their relationships with businesses in the Mid Atlantic region and become the preferred health care provider but they are more expensive than many other providers in the region. Through research with a global intelligence team, we were able to figure out that the premium coverage our client offered could have a direct correlation on company profits. Viola! A campaign was born. Through gated content we tested what mattered most to B2B companies—saving money or increasing profits— with a landing page, dynamic ads, and interactive white paper for each. Regardless, all roads led to CareFirst.