Delta Dental of Massachusetts is the largest dental insurer in the state, and part of the largest network in the country. Its decades-long position as the unchallenged leader in dental benefits administration has been challenged recently by new competitors entering the market, selling on price and taking market share. 90% of the business is sold through brokers.
We developed a two-tiered strategy to address Delta Dental’s needs on both B2B and B2C fronts: We addressed the price issue with brokers through direct mail while re-establishing brand dominance through an outdoor campaign, launched in August 2013. Both campaigns utilized the graffiti execution to reinforce the message that, for the people of Massachusetts, Delta IS Dental Care, while, at the same time, adhered to name restrictions imposed by the national association of Delta Dental companies.
In 2015, Delta Dental exceeded their revenue goals by 30% while maintaining over 65% of the dental insurance market on sales through large group. In the rapidly growing individual and small business sector, Delta Dental maintains an 80% share of market on products sold via website or the Massachusetts Health Connector exchange.
• Concept development
• Creative direction
• Market research
• Media planning & placement
• Direct mail campaigns
• Measurement & analytics strategy development