WHAT THEY WERE UP AGAINST
Security Health Plan (SHP), a health insurance organization in central Wisconsin, was fighting for market share, competing against larger national brands with more name recognition.
WHAT WE DID TO HELP
To differentiate and drive consideration, Yamamoto conducted consumer research to examine perception of the competitive set and localized decision drivers for health plans. The research revealed themes of independence, service and diversity of need that drove our creative work, media recommendations, CTAs and landing page.
Driven by research-ranked attributes and implemented in a divisive political and social environment, the “In Common” campaign celebrates our diversity and acknowledges that even though people may have different needs, none of us want to compromise our healthcare. What we have in common is the need for a health plan that works for each of us, as individuals.
TV/DIGITAL VIDEO
Video
SOCIAL
DIGITAL
What happened next.
In 2020, Medicare campaign tactics achieved a 67% increase in website sessions with conversion activity increasing over 3x from 2019.
SHP had their best Annual Enrollment Period (AEP) for gross growth in a decade.
In 2021, the campaign was a winner in the Digital Healthcare Marketing Awards as well as winning a Gold, Silver, Bronze and Merit Award at The Healthcare Advertising Awards.