American Health Association Taps Infoworx To Launch DRTV Effort To Reach The Under And Uninsured With Healthcare Savings Plan
AHA Turns To Infomarketing Guru Ron Perlstein To Expand Healthy Advantage Message
BOCA RATON, FL (May 25, 2003) – The American Health Association (AHA) has hired Infoworx, the leader in turnkey infomarketing, to launch the first direct response television campaign at the end of May for its Healthy Advantage Healthcare Savings Card.
The Healthy Advantage card provides the underinsured and uninsured with access to a network of over 400,000 healthcare providers allowing them to receive discounts on physician visits, prescriptions, dental services, vision and eyecare. Card holders can save between 10 and 50 percent on any of these services for $19.95 per month. The card is targeted to those who are offered limited coverage by their employers and the uninsured.
“As healthcare insurance costs continue to rise, employers are gradually cutting back on coverage. Our card enables people to afford services that may no longer be covered by their employer,” said Richard Roll, CEO of American Health Association, Stamford, CT.
AHA has been marketing its discount network since 1998 via a combination of marketing on it’s Web site, www.ahahealth.com; and strategic alliances with Fortune 100 corporations. The company is adding DRTV to its multi-channel direct marketing strategy because it will enable the company to reach a wider audience.
The DRTV effort will consist of 2-minute spots hosted by a forty-something mother in an effort to reach the prime demographic for the card. The spot will explain the benefits and features of the card reinforced by user testimonials. Infoworx is also producing a 60-second spot in a public service announcement format alerting the under and uninsured of this discount program.
“We selected infoworx to launch our first DRTV campaign, because of the company’s unique turnkey infomarketing model,” Roll said. “As we are fairly new to the DRTV arena, we were seeking an infomercial company with Infoworx’s level of experience that could manage every aspect of our DRTV campaign including production, media planning, telemarketing fulfillment and live home shopping roll out,” he added.
The DRTV offer will provide consumers with the first month free, a digital thermometer and “The Pillbook”, a 1,600-page reference guide providing information about every prescription on the market. Healthy Advantage card holders also receive a subscription to the monthly corporate workplace wellness magazine Vitality, a list of providers in the discount network (online and offline) and can access the AHA Web site which features a collection of health-related FAQ’s, risk assessment exercises, personal exercise and diet guides and other personal health tools.
ABOUT RON PERLSTEIN & INFOWORX:
With over 20 years of experience in the direct response arena, Ron Perlstein brings an expertise in infomercial media funding, legal compliance, celebrity acquisition and international distribution. Infoworx has successfully applied its turnkey management philosophy to create long-running profitable DRTV campaigns for a variety of clients ranging from the housewares to finance and business industry including Healthsaver Club, Micro Pro, Journee Cremes, Carnival Cruises, Pain Ease and Invent-Tech. Most recently, the company launched a highly successful direct response television effort for Roomba, the world’s first mass marketed robotic vacuum cleaner. Infoworx built marked brand awareness for the vacuum, as it has been lauded in leading publications including Fortune Magazine, USA Today and Time.