Once each year, California’s health care providers have a brief but critical window of opportunity called “open enrollment” to recruit and enroll as many new patients as possible. With a limited window of time, complex messaging to convey, and an abundance of confusion among the target audience, Mercy Healthcare turned to DVA to help Sacramento’s largest system of hospitals and physicians simplify the message, cut through the confusion, and win market share. The resulting “Open Enwhatment” campaign offered confused takes on the very meaning of Open Enrollment, reached consumers through traditional and non-traditional tactics, and did so in a manner that was unlike what any other hospitals or physician groups were doing in the market. Most importantly, it outlined a simple, pain-free process to enroll that resulted in a two-fold increase in website traffic over the previous year’s open enrollment window.