A deeper look at the Ready for Everything campaign

To inspire prospective agents to make the jump and join Humana, we had to get to know them even better than we already did. And in doing so, we discovered what motivates agents, and even what scares them a bit too. We also learned that many prospective agents felt that tinge of doubt and fear when it comes to contracting with a new carrier. Humana has a remarkable track record, but for some of these prospective agents, it’s still a big scary change. Our lightbulbs went off once we learned that fear was a key emotional barrier to behavioral change. From there, we focused on sculpting an inspiration-centered campaign that identifies and addresses those fears with the trust and transparency that are the pillars of the Humana brand. And thus, the “Ready for Anything” campaign was born.

Flexing those fully integrated agency muscles

It’s one thing to just connect the dots between paid media, content and email marketing, and it’s another thing to create impactful results with all that dot connecting. Because we’re an agency that offers fully integrated services, we can more readily go after impact (not just those dots, because dots aren’t profitable). What does all this mean in real terms, you ask? Well, we leveraged email lists for 1:1 matching to serve ads programmatically to top prospects. And we built lookalike audiences and implemented retargeting efforts. Our email campaign included heavy audience segmentation to deliver tailored messages to each audience and guide prospects from consideration to certification and then on to onboarding.

Retention and onboarding with a purpose

Getting leads in the door is great but when they are convinced to stay for a while, it’s even better. Retention was our goal, and educational content was how we got there. Why? Because newly onboarded agents needed a sturdy foundation to thrive in the wilds of the health insurance sales world. What’s more, the educational content was thoughtfully curated and meaningfully manicured to meet agents where they’re at, all while directing them to where they want to go in their careers.

The Heinrich effect

Using conversion-focused web experiences, educational content, video, email marketing, and targeted paid media campaigns, we wove the various pieces of this campaign together to create a beautiful tapestry. But more importantly, this work did more than just create something pleasing to look at, it gave Humana opportunities to grow in novel ways knowing that their agents have the support they need.