Brand United Features Highmark Health Case Study

BRAND United just released a case study featuring one of Heeter’s clients: Highmark Health.

Highmark Health’s Personalized Drip Campaign Boosted Response Rates” explores how Highmark Health’s “New to Medicare” direct mail campaign dramatically increased response rates and improved customer acquisition.

As marketers, we’re always looking to increase engagement and response. Learn how Highmark refreshed its direct mail campaign to achieve both, with response rates jumping from 1% to 6% with the first mailing.

Key takeaways from the study include:

  • A refreshed Highmark marketing campaign, dubbed “New to Medicare,” recently launched in support of its Medicare products
  • Knowing Medicare can be confusing, the company reached out to those “New to Medicare” with information on how to enroll in basic Medicare, simply and efficiently
  • The mailing used precise, targeted personalization and thorough A/B testing
  • The campaign was a huge success and overcame challenges — like a saturated market, and more and more people retiring later than 65, making the audience harder to define

In spite of the hurdles, the campaign showed a huge increase in engagement from the previous campaign.


Thorin McGee
Editor-in-Chief, Target Marketing