Speaking to the Little Guy
Client: HAP (Health Alliance Plan)
HAP was about to enter into the mass market of direct consumer sales due to the impact of the Affordable Care Act. Previously, the bulk of HAP’s marketing efforts were B2B. In this new dynamic, many consumers for the first time would purchase their insurance directly from providers which had to compete with numerous other plans. HAP’s major competitor, Blue Cross Blue Shield, had the largest network of hospitals, doctors and consumer pool. To compete, HAP needed breakthrough brand positioning to counter the giant’s claims and perception in the market. There is a specific conflict that consumers experience in dealing with insurance choices. The conflict never ends, but there are times and circumstances where the HAP brand is known to offer a specific solution that others do not. Through this exercise, HAP changed the subject, the vocabulary and the industry in one simple word. Peace.
Why it Works or Express Cultural Relevance:
Health inequalities may be new to the mainstream but have been the silent cry of the culture for decades. To have a healthcare provider offer the same level of care and respect to such an underserved culture captured the hearts and purse strings of the consumer.