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NY Health Opps: EmblemHealth launches new campaign (Score 69)

VMLY&R, the campaign rolled out across print, digital, audio and OOH throughout NYC. Content will continue airing through this fall's open enrollment season, so sellers should contact soon to offer last-minute localized ad space in NYC. 

This campaign comes not long after a major leadership shift; in June 2022, Kim Lauersdorf departed after having served as the company's marketing VP. She stayed until her replacement, Lauren Festa, had gotten settled; Festa stepped into the role of marketing operations VP in March 2022. Festa joined the company as marketing AVP in May 2018. She now fills EmblemHealth's top marketing role.

So far this year, Pathmatics reports that EmblemHealth has spent approximately $267.1k on digital ads, 68% less than the approximately $828.1k spent by this point last year. In 2021, the company spent roughly $1.4m on this channel, 42% more than the roughly $982.6k spent in 2020. EmblemHealth has earned around 62.4m digital impressions YTD via Facebook (55%), mobile display (23%), desktop display (20%) and Instagram (2%) ads.

Spend will hopefully pick up in support of this new campaign; in the meantime, sellers should offer ways to optimize and/or increase ROI since the lower spend may reflect lower-than-desired results. According to Kantar data, EmblemHealth also utilizes print via newspapers. This new campaign was geared toward aging older millennials and Gen-X.

Agency & martech readers - Get in touch soon to offer PR and/or media buying services in case agency reviews follow the recent leadership shift; the company does not currently seem to outsource this work. Havas NY handles media planning and digital. An advantage will go toward those with health insurance experience.