The American Health Association will launch its first ever DRTV campaign later this month for its Healthy Advantage Healthcare Savings Card.
The Stamford, CT-based association has hired Infoworx of Boca Raton, FL for the campaign. The budget was not disclosed.
The DRTV effort is slated to begin airing Wednesday, May 28 on small-to-mid-sized cable networks, including the Game Show Network and Great American Country.
The campaign will consist of 2-minute spots hosted by an actress portraying a "forty-something" mother, and feature user testimonials. Infoworx is also producing a 60-second spot in a public service announcement format.
The spots will offer to waive the card’s $19.95 fee for the first month. Free gifts, including a digital thermometer and "The Pillbook," a 1,600-page prescription reference guide, will also be offered as incentives.
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 eye care.
AHA -- a subsidiary of multi-media marketing company RealHome Inc. -- has been marketing its discount network since 1998 via a combination of online marketing via its Web site, www.ahahealth.com, and strategic alliances with financial institutions and Fortune 100 corporations.
