Healthcare Marketing Impact Awards
Gold award for Direct Mail campaign
Partners & Simons
Provider/Insurer, Boston , MA
Power of Yes
Horizon Blue Cross and Blue Shield of New Jersey
Horizon Blue Cross and Blue Shield launched a new product line--OMNIA--and needed to reconnect with consumers. This major rebranding initiative was further complicated by diverse target audiences. With offerings on the individual healthcare market, programs for small businesses, and services for Medicare and Medicaid enrollees, messages needed to resonate with people of various age groups, socioeconomic levels and lifestyles. Also, research showed that most consumers believe health insurance companies are just looking for ways to say "no." Horizon wanted to position the health plan as one that finds ways to say, 'yes.' The Power of Yes became a brand lens through which member and prospects could view the company.