MetLife | The 2019 Excellence in Marketing and Communications Awards

Describe the Challenge

The TRICARE Retiree Dental Program (TRDP), a Delta Dental contract, was ending in 2018, meaning that 829,000 enrolled military retirees would now have to actively re-enroll in the Federal Employee Dental and Vision Insurance Program (FEDVIP) plan to receive dental coverage for 2019. With 3 million eligible retirees, this was a great opportunity for MetLife to increase FEDVIP enrollment following a YoY decline, but competition was fierce. We were one of 10 carriers to choose from, many of which offer lower cost options. On top of this, TRDP enrollees had already established familiarity and strong relationships with Delta.

The business had big goals of capturing 6 percent of new enrollment, which was ambitious knowing that 2017 resulted innegative enrollment. We needed to break through the clutter to improve consideration and capture new enrollees during this critical enrollment year to significantly increase participation with the ultimate goa