UnitedHealthcare: Ways In

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

What was the irrefutable consumer insight?

People don't like or trust health insurance companies – including us. To them, we're the enemy, out only for ourselves, creating unnecessary complications and barriers.

Describe the marketing challenge.

Our UnitedHealthcare Mission is to help people live healthier lives and to make the health care system work better for everyone. we discovered people weren't interested in hearing from us because people don't like health insurance companies. They see insurers as the enemy – out only for ourselves, creating unnecessary complications such as adding costs, denying claims and creating barriers to care.