A health insurance disrupter takes on a new marketplace.
As the first and only CO-OP health insurance provider in Arizona, this start-up sought to change the way individuals, families and small businesses get affordable medical coverage without sacrificing on the quality of care they receive.
What we did:
- Brand Positioning
- Brand Messaging
- Project: Branding, Advertising, Collateral
- Agency: Air Integrated (now Commit Agency)
Situational analysis painted a challenging picture, where big name brands owned the majority of the market share, and a new healthcare law (Affordable Care Act) was disrupting the marketplace in fundamental ways.
For this reason, it was critical that branding and marketing efforts clearly articulated their difference, educated consumers about this alternative member-driven solution, and stood out from the competition.
The stakeholders were clear about their vision of being a leading champion of healthcare reform.
So being true to their mission, we helped Meritus express their brand promise, adopting the voice of the people with boldness and confidence.
Commissioned by the organization’s branding agency, we developed the brand story that gave context to the current state of healthcare, which in part, was the very reason for the creation of Meritus – a new solution, not just another problem.
For you, by you – it’s all about you.
We developed this rallying statement during the brand positioning, which helped us come up with the tagline and messaging platform for the launch campaign.