In the US, 2013 was a huge year for healthcare, with the implementation of the Affordable Care Act. Once ratified, it changed the healthcare system completely and left people with a lot of questions and not many answers. After enrollment opened, a frustrating experience with Healthcare.gov and overloaded call centers created bottlenecks and barriers for Americans to get help, causing confusion and anxiety among those seeking more information about how to purchase insurance.
Well Point wanted to kick things off socially, and developed its own content series about healthy living. This gateway, Real-Health.com serves up all things health insurance in an easy-to-understand way. “Real Health Stories,” a documentary series of personal stories about life with and without coverage, was available on the site. Well Point also included a hilarious musical about everything that can make you sick called the ‘ABCs of Disease’
Through Real Health, Well Point’s aim has been to humanize its brands and help Americans make informed healthcare decisions. Inspiring an audience to value something enough to purchase it is the crux of advertising. With Real Health, Well Point stayed nimble enough to pivot in response to key data points, and created a roadmap that coupled each video with targeted media support and complementary social content. The glue that kept it all focused was that all initiatives—regardless of medium—eventually pointed to one place: the Well Point online hub, Real-Health.com.
Real Health successfully communicated to uninsured Americans that Well Point is a trusted source to help them understand the new law. Since launch, they have helped nearly 1 million visitors find information. And their social channels have seen an average engagement rate of 3% and more than 28 million impressions--more than any campaign in brand history.
Well Point’s ‘ABCs of Disease’ program achieved more than 272M video ad impressions and went absolutely viral with 1.3M YouTube views. Real Health generated brand lift in consideration between 7%-32%, but most importantly helping Americans find information and stay healthy.