Minuteman Health
Health insurance that said “no” to the status quo
Created under the Affordable Care Act, Minuteman Health was designed to unite doctors, hospitals and members on the same team to provide efficient quality care and share reduced costs. A revolutionary approach. The client told us to "stir up some dust" to get attention quickly and attract members, and we did. Target audience analytics led to high-visibility transit, out of home, and focused TV in select sports programming. With 98% of Massachusetts already insured, Minuteman Health exceeded goals in both Massachusetts and New Hampshire.
I would say that starting a new brand is always difficult. The team was aggressive and creative and, most importantly for us, helped focus our marketing efforts on the slice of the market more relevant to us. We keep hearing that people are seeing our campaign everywhere, and we saturated our target market without spending a fortune. That is no small feat.
