Pharmaceutical and healthcare: Healthcare services, ...

 

To raise brand awareness, brand equity and brand definition among consumers, UnitedHealth Group launched the “It Just Makes Sense” campaign in 2003. Alongside GSD&M, UnitedHealth utilised a range of m ...

With 64 percent of American adults considered overweight or obese in 2004, weight loss was big business in the United States. An estimated 44 percent of women and 29 percent of men were trying to lose ...

SickKids is a well-known and respected 130-year-old institution, but it was not remotely top of mind when it came to donations. We had to get it into the 'consideration set' of not-for-profit causes t ...

In 2002, a war was brewing in Quebec’s pharmacy industry. Loblaws, Wal-Mart, and Zellers were beginning to penetrate the market, and all the industry players were preparing a counter-attack. With 227 ...

UnitedHealthcare and GSD&M launched the 'It Just Makes Sense' campaign to position the brand as the innovative leader in health care coverage, bringing a practical, common sense approach to the indust ...

This paper tells how Britain's biggest private health insurer repositioned itself in the public imagination as a health and care company that anyone can use. At the heart of this brand reinvention is ...

The study traces the fortunes of this hospital from the time of its dominance to a worrying decline in the late 1990s. A tracking study showed a significant decline in brand preference ranking. The ...

2001-2 small budget campaign to re-establish brand leadership for Nautilus Plus, a health and fitness club in Quebec. Declining and very competitive market. Media used: posters, bus shelter and in-clu ...

1999 campaign to reposition and revitalise BUPA. BUPA is the definitive private medical insurance (PMI) brand, but PMI by 1998 was stagnating, and BUPA was losing awareness as well as attracting some ...

The skydiver, having miscalculated, stood stranded on a billboard. Concerned motorists called the highway patrol to come to his aid. But Mary Melidoni had not miscalculated. She knew that outdoor w ...

BUPA, established in 1947, had always enjoyed strong brand leadership but no one in their right minds was going to let them enjoy this kind of growth on their own, so by 1992 - when we came into the p ...

A campaign to sway public opinion against Bill 120, due to become law in Quebec in June 1991. This bill was a major project to reform health services in the province, by transferring major medical res ...

The UK’s leading provider of private healthcare, BUPA, needed a new campaign to boost falling market share. The campaign could not: be aggressive towards the National Health Service; acknowledge other ...

Describes the BUPA campaign of 1976–77. BUPA then had 75% of the independent health insurance market, but was threatened by: inflation, loss of income by ABs, increasingly negative consumer attitudes, ...