Healthcare Services

Hospitals, HMOs, referral services, health insurance companies, pharmacies, dental and medical care services, chronic care facilities, health insurance.

2018 GOLD

Blue Hen

Highmark Blue Cross Blue Shield Delaware needed to retain 60K+ state employees after a national insurer negotiated with the State of Delaware to take half of their business with a less expensive plan. By building on an insight that only Highmark Delaware could own, we connected with state employees on an emotional level by tapping into Delawareans’ deep Blue Hen pride. And despite cost and convenience disadvantages, the campaign achieved 97% of total retention goal in six weeks and delivered 3-to-1 ROI.

• Brand: Highmark Blue Cross Blue Shield Delaware
• Client: Highmark Health
• Agency: Partners + Napier

2018 GOLD

#LivingProof

As the long-standing, dominant provider in western Pennsylvania (WPA), UPMC is well known, well respected and well funded, with an excellent quality reputation. Allegheny Health Network (AHN) was the newcomer. Established in 2013, AHN was outspent and “out-historied.” They needed an identity, and to increase patient volume. In 2016/2017, a new campaign achieved both – driving a significant increase in unaided awareness and doubling AHN’s growth goals in a declining industry; accomplished through a uniquely authentic approach with no actors, no scripts and no do-overs.

• Brand: Allegheny Health Network
• Client: Highmark Health
• Agency: Doner Advertising

2017 GOLD

UnitedHealthcare Ways in

People see health insurance companies as increasing complexity, adding costs and creating barriers to care. Taking the complexity of the health care system head-on, we used humor to show how UnitedHealthcare could help make the system less confusing, less expensive and just plain more human. During a time when most competitors' brand health metrics were in decline, our efforts drove increases in brand familiarity, impression and trust. 

• Brand: UnitedHealthcare
• Client: UnitedHealthcare
• Agency: Leo Burnett/Arc

FINALISTS

Pearle Vision Putting the Care Back in Eye Care

Kimberly-Clark Professional* Make a Healing Home

Aetna Health Insurance That Defies Expectations