Healthcare Marketing Impact Awards
Gold award for Integrated campaign
Provider/Insurer, Chicago , IL
"UnitedHealthcare Ways In"
The nature of marketing health insurance has changed in the Affordable Care Act era. Insurers now need to engage people as shoppers. This campaign was designed to build rapport with consumers by having fun with the business of health insurance, citing a number of unusual medical codes used to document medical maladies. As the nomination stated, "We took those real codes and used them to tell funny stories of the ways people got into the complex healthcare system."