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North Carolina

We entered this market as a new choice for Medicaid managed care in North Carolina and came up with a three-phase acquisition strategy. We achieved our goal of #1 in market share, and positioned ourselves to maintain top market share and membership going forward. 

All design was completed by Anthem design team or external agencies. I contributed strategy, copy, concepts, and creative direction.

January 18 to March 14

Goal: Build awareness

01/
Warm the market

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NCMKT-0050-19 NC Pre-OE Web Banner Ad-300x600-V1.gif

March 15 to May 14

Goal: Enroll members

02/
Open enrollment

NCMKT-0051-19 NC OE Web Banner Ad 300x600-v1 final.gif
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Additional creative set developed to try a new look and feel, while maintaining brand standards

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July 1 to September 29

Goal: Convert members

03/
Switch period

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