Healthcare Marketing Impact Awards
Bronze award for Digital campaign
Blackbird Communications Group
Provider/Insurer, St. Albans
CareConnect Insurance Co.
Created in 2013 by Northwell Health, CareConnect was the first provider-owned commercial plan in the state of New York. The company marketed to three core targets: small business decision-makers, small business employees and people on the individual market. CareConnect was a virtually unknown brand in a highly competitive category, competing against well-entrenched national competitors with considerably more resources and well-established brand positions. Its challenge now was to continue to increase membership by an ambitious 20% by getting people to consider switching from their current health insurance provider.
East Hills, N.Y.