United Healthcare: Take Advantage

UnitedHealthcare, a healthcare company, launched a campaign in America to make the brand stand out from the competition to attract more Medicare shoppers.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

The Medicare Advantage marketplace gets more crowded every year. UnitedHealthcare needed to find a way to stand out.

Syndicated research, digital & in-home ethnographies, and round tables all pointed to one truth about our target audience of Boomers: they are getting older, but don't feel old. The problem is, in popular entertainment and media, people 65+ are regularly shown as old, even feeble.

UnitedHealthcare decided to go against the norm. We wanted to visualize the benefits UnitedHealthcare Medicare Advantage plans give Boomers that help them stay healthier...

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