UCare Health Insurance Campaign Case Study

Scan

UCare was a 45-year-old regional health plan bleeding market share in America’s most competitive healthcare market. Getting vastly outspent by UnitedHealthcare, Humana, BCBS, and HealthPartners, they faced a category where consumers literally couldn’t tell brands apart. Many erroneously thought the “U” in UCare meant University of Minnesota.

Spot

Plans provide coverage. People provide the care. While the giant healthcare companies were processing claims, UCare’s people were actually advocating for members. That level of genuine hustle and personal investment is exactly what people want from their health plan and was nowhere to be found in the big-name competitors.

Rally

A campaign called “People-Powered Health Plans” put five real UCare employees on a tandem bicycle and sent them across Minnesota to talk to people in person about their plans.

Score

No. 4 to No. 1

Medicare Advantage plan in Minnesota in year one

health plan members over seven years

16%

exceeded new membership goal

Effie

finalist

TV opened the door, but the campaign lived everywhere Minnesotans did. Every billboard, print ad, banner and event reminded you that UCare wasn’t a faceless corporation. It was your neighbor, your advocate, your team.

The tandem bike with the UCare employees rolled up to actual community events, health fairs, and Medicare meet-ups statewide. The bicycle became an iconic symbol of UCare’s personal touch.

“Meerkat helped us capture the right message for UCare, which was not a simple task. From the start, the work has been a great collaboration, and this campaign continues to show the value this partnership is able to bring to UCare.”

Ghita

Chief Marketing Officer, UCare

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