GETTING
VETERANS
THE HEALTH CARE
THEY’VE EARNED
ENCOURAGING VETERANS TO ENROLL FOR HEALTH CARE BENEFITS
The Veterans Health Administration (VHA) is America’s largest integrated health system, serving millions of Veterans each year. But surprisingly, many Veterans haven’t enrolled for the health benefits. Why? Our research showed that they believed VA health care was only for service-disabled or impoverished Vets—and not for them.
Crosby joined up with VHA in the Maryland/West Virginia service area to get Vets to think differently. Our approach: change the dynamic, starting with a simple military-style directive. “Every Veteran Should Enroll.” We used images of active Veterans and messaging that reminded Vets health care was a benefit they’d earned and deserved.
reaching vets where they live
Free-standing inserts and oversized postcards allowed us to tell a deeper story and reach Vietnam-era Veterans in key zip codes around VA medical centers and outpatient clinics.
engaging all service eras with digital
Online communications to help the VHA connect with Veterans returning from Iraq and Afghanistan, on sites such as Facebook, Military.com, and Stars & Stripes online.
helping veterans and families spread the word
Veterans trust Veterans. We distributed sharable social graphics through all VHA platforms and sent to Veterans Service Organizations to extend the campaign beyond paid media.
one landing page, one trackable action
All communications drove prospects to either call VA directly or visit a robust online landing page to enroll. The platform was designed specifically to encourage the desired action – Enroll Now.
integrated campaign results
90,000
In less than one year, more than 90,000 people visited our landing page, with 21,810 clicking through to the 1010EZ enrollment application
6,208 people
6,208 people picked up the phone and called VA to enroll
14% growth
Our local VISN group saw an enrollment growth of 14% in one year alone
Annapolis: (410) 626-0805
Washington: (301) 951-9200
Fax: (410) 269-6547
Email: info@crosbymarketing.com