https://www.youtube.com/watch?v=qF6-4JsDviU

Bright Health

Elements

  • Brand Identity
  • Content Strategy
  • Website Design
  • Digital Display
  • Native Advertising
  • Social Marketing
  • IPTV & Radio
  • Out-of-Home

Overview

Faced with ambitious sales objectives in the midst of a global pandemic, Bright Health seized the opportunity to reinvent its entire marketing approach, break through the clutter of boring health insurance ads, and position itself as a radically different company that’s changing healthcare in positive ways.

Led by the team at Modern Impact, the 2020 annual enrollment campaign introduced a full community of engaging, animated, yet realistic “spokespeople” who shared relatable, real-world stories that conveyed “all the bright reasons” to choose Bright Health’s individual, family and Medicare plans.

And America responded, producing enrollment exceeding 180% of goal, a surplus of unexpected top-line revenue, a significant reduction in average cost-per-application and measurable growth in market share – despite a 51% decrease in annual media spending.

VIDEO/TV TOP PERFORMERS

“Hair, Don’t Care”

“Missing Toof”

AUDIO/STREAMING TOP PERFORMERS

“Every Angle”

“Don’t Get Me Started”

DIGITAL DISPLAY, SOCIAL, & NATIVE

REDUCED BOUNCE RATE BY 32% FOR MEDIA-ATTRIBUTED IMPRESSIONS TO BHP.COM

In addition to media planning, buying and campaign creative development, we also rebuilt BrightHealthPlan.com with a new UX and much improved content strategy to complete the user journey. Campaign language and CTAs were above the fold, health insurance plan options were presented up front, the site was user-friendly and provided our target audiences with a sense of place.