CONTEXT
Facing the third annual enrollment for the USFHP, management wanted to refresh the marketing materials and demonstrate a track record of satisfaction by incorporating testimonials from current members.
STRATEGY
Since military people tend to trust their peers, we sought endorsements from satisfied members of various age groups.
EXECUTION
After reviewing letters to Bayley Seton physicians and the USFHP, we selected a variety of good stories from retirees, spouses, and families of active-duty personnel. We interviewed these people to cull endorsements, which we highlighted on revised marketing materials and in a video used for group presentations.
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