HOW DO YOU STAND OUT IN A SUDDEN EXPLOSION OF SIMILAR PRODUCTS?
The Affordable Care Act created insurance exchanges with opportunities for payers to provide subsidized health insurance plans to the general public.
Centene is one of the foremost Medicaid management companies in the country, but this was a whole new area for them as it was for every one of these companies. But they were all jumping in. We worked with Centene to launch a new brand in this crowded marketplace where price competition was fierce within government regulated constraints.
Our insight was that with so many options and so many decision points, consumers were bewildered with choice. They needed reasons that went beyond price to choose one plan over another.
We developed a campaign that presented compelling benefits with headlines that reinforced the brand. The campaign included out-of-home, transit, digital and print.
Ambetter was initially offered in just eight states and is now available in 27 states and over 1400 counties with continued annual growth.