UCare
Challenge:
UCare Minnesota, a non-profit organization providing health care plans to Minnesotans, was lost in the shadows of larger, regional programs that had more resources to deliver their brand message. In order to give themselves a greater presence, UCare had to deliver a better brand message.
Solution:
After a thorough investigation of the company and its values, we defined the one attribute that made UCare unique: understanding people's needs and developing programs based on those needs, in other words "Health care that starts with you." This message ran throughout all communications and extended to each product category, including UCare for Seniors. This audience, habitually inundated with communications that only exacerbate the confusion surrounding the subject of Medicare, needed to receive straightforward, simple messaging they didn't have to spend hours deciphering, and the peace of mind from their health care program that their years make them rightly worthy of. Preferring to receive information from a friend or a trusted source that could provide an honest perspective, we recruited actual program members to be the voice of UCare featured in all channels of communication.
Results:
Media objectives were met with an increased level of awareness, as where enrollment goals. Furthermore, both objectives were exceeded in a condensed time frame. Over the past three years, brand awareness has increased by 45%. UCare currently has the second highest ad recall in the health care industry. When it comes to providing health care, the quality of your attitude can take you further than the quantity of your resources.