Baylor Scott & White Health Plan: A campaign built for Texas and proven across 171 counties.
CHALLENGE
Health insurance in Texas is loud and crowded. Anthem, UnitedHealthcare, Blue Cross Blue Shield, Aetna. All the usual giants dominate the conversation. For Baylor Scott & White Health Plan, the rebrand wasn’t just cosmetic. It was a mandate: show Texans who we are, what we stand for, and why we’re different.
And they needed to do it across every audience:
- Existing members
- Prospective members
- Marketplace shoppers
- Group plan decision-makers
- Medicare enrollees
The ask: Build one brand platform strong enough to unite them all and a media strategy broad enough to move people across 171 counties.
INSIGHT
People don’t want complexity. They want confidence. BSWHP’s integrated care model, care plus coverage working together, is something almost no competitor can claim. It delivers simplicity, consistency, and peace of mind in a system known for the opposite.
That truth led us to a platform that celebrates both the plan and the person: “That’s My Plan.”
A brand expression that works across Marketplace, Group, and Medicare while honoring each member’s long-term health ambitions.
CREATIVE SOLUTION
We built a full-funnel strategy designed to educate, inspire, and convert.
Campaigns for Marketplace, Group, and Medicare all laddered up to “That’s My Plan,” showcasing the integrated care model while speaking directly to the unique needs of each audience.
A precision-targeted ecosystem drove both broad awareness and deep engagement, guiding consumers from discovery to decision—no matter where they lived across Texas.
IMPACT
The result was a unified brand that finally gave Baylor Scott & White Health Plan a seat at the table and a voice Texans could trust.
+ 72 %
IN NEW USERS
SITEWIDE
+ 16925 %
IN PAGE VIEWS FOR
GROUP PLANS
+ 101 %
IN PAGE VIEWS FOR
MARKETPLACE
+ 101 %
IN PAGE VIEWS FOR
MEDICARE
