Challenge:
Overall lack of consideration for dental plan design along with network issues and some price concerns had caused this group dental plan to underperform. Once a new network and pricing were implemented, the product needed to be re-launched in the market.

Target Audience: Producers and Plan Sponsors
1. Producers, who focus heavily on core medical products with little consideration for dental plan design and who find PPO plans confusing or difficult to sell because of plan design options, employer hesitation and employee aversion.

2. Employers, who typically offer a dental benefit but with little consideration to the product itself, are looking for ways to attract and retain talent while saving costs on premiums, and who are hesitant to switch to a PPO because of employee aversion.

Strategy:
The concept developed for this campaign was able to play out across various mediums and tactics as well as speak to the different audiences. Print and banner ads with product landing pages were created focusing on the ease, confidence and cost savings the new plans provide.

Winning Results:
Readership surveys showed these ads placed first for "most read." This top score is an outstanding achievement among the ads targeting busy professionals. It indicates that these ads from American General effectively engaged the Benefits Selling audience.