BAYLOR SCOTT & WHITE HEALTH PLAN
REBRANDING A HEALTH PLAN, BATTLING BEHEMOTHS
ISSUE
The list of health insurance providers in Texas is deep. Anthem, United Healthcare, Blue Cross Blue Shield, and Aetna tend to dominate the conversation. As part of a system-wide rebrand, Baylor Scott & White Health Plan needed to unveil who they are and what they stand for to multiple audiences – starting with their own members and then across their many product lines and services areas. The request: a brand platform flexible enough to accommodate multiple campaign messages, paired with a full funnel media strategy that would engage existing and prospective members across 171 counties in Texas.
ANSWER
From upper level brand awareness to lower funnel acquisition, Door No. 3 developed a strategy to educate around BSWHP’s wholly ownable integrated care model. Marketplace, Group, and Medicare campaigns were developed, all laddering up to “That’s My Plan,” a brand platform that showcases the health plan’s offerings while simultaneously celebrating the long term health ambitions of their members.
