Despite the fact that President Bush had begun aggressively touting the value of Health Savings Accounts (HSAs), they were still insanely complicated. That said, we knew that Financial Influencers would do the hard work of educating the selling the product to everyone else. These master-of-the-universe types follow the market developments the way a sports junkie follows sports. We thought that if we validated their intelligence and refined sensibilities, they might push HSAs and, ideally, the Regence HSA even harder. This campaign vastly over-delivered projected inquiries.