https://www.youtube.com/watch?v=qF6-4JsDviU
Prescribing a New Approach to Brand Introduction
Challenge
Faced with ambitious sales objectives in the midst of a global pandemic, Bright HealthCare needed to reevaluate and reinvent its entire approach to member recruitment, break through the clutter of boring health insurance ads, and position itself as a radically different company that’s changing the way healthcare works.
Approach
Led by the team at Modern Impact, the 2020 annual enrollment campaign introduced a full community of engaging, animated, yet realistic “spokespeople” who shared relatable, real-world stories conveying “all the bright reasons” to choose Bright HealthCare’s Individual, Family and Medicare plans.
Scope of Services
- Market Strategy
- Brand Strategy
- Brand Identity
- Communications Strategy
- Media Strategy
- Content Strategy
- Multi-Media Campaigns
- Site Design
- Member Collateral
- B2B & B2C Sales Materials
Impact
180% Overperformance vs. Enrollment Goal
Despite a 51% decrease in annual media spending, MI’s comprehensive strategies and multi-media campaigns delivered new member enrollment exceeding 180% of goal, a surplus of unexpected top line revenue, a significant reduction in average cost-per-application, and measurable growth in overall market share.
