Brand Campaign

In 2020, the Value of Relevancy Skyrocketed.

November – December 2020 – The uncertainty caused by COVID-19 required a brand repositioning based upon the current landscape. Stating that McLaren Health Plan was “The right plan for right now” provided immediate relevance to the importance of MHP’s large network and its ability to service every county in the Lower Peninsula (the only provider-owned health plan to achieve that service designation from the Michigan Department of Community Health).

Services Performed

Planning
Creative
Messaging
Media Buying
Social Media
Digital

Problem

Besides the pandemic, there was another problem: The target audience knew the hospital but not the health plan. Furthermore, most thought that if they chose MHP they would be limited to a McLaren hospital. Positioning MHP as a trusted source in uncertain times required a strategy that conveyed that MHP was uniquely qualified to handle the situation.

Strategy

Positioning MHP as the best option for health insurance in 2020 required relevancy. “The Right Plan for Right Now” provided reassurance to customers that MHP was uniquely qualified to handle the situation. Being first in market with a message that was pertinent and active provided a competitive advantage to MHP if other health systems failed to respond in similar fashion.