The healthcare system is failing Seniors. They get rushed in and out by doctors who don’t respect their opinions or listen to their stories. Seniors deserve better. And Humana wanted to give it to them. Enter the Strategic Alliance Partnership Development. Ninety Medicare-focused clinics all across America. Seniors get value-based care, an empathetic experience, and better health outcomes. All Heinrich had to do was tell seniors that Humana opens the door to doctors that treat them how they should be treated. Easy. Sounds great. The problem? It sounds too good to be true.
Heinrich created a co-branded campaign that showed off these clinics and the real-life, really incredible features that set them apart. We drilled all the way down to the provider level, developing custom geographies for each center, and positioning Humana as a local doorway to a new type of care.
To help drive awareness and tell a broader story, our media team made pre-roll video key to our digital engagement efforts. Some say it’s hard to reach Seniors online, but we found a way to get it done.
Viewability and completion exceeded benchmarks by
Live interviews reached
Our content team got off their phones for two seconds and stepped into the broadcast space, running TV interviews with brand ambassadors. Seniors could see that real people were finally getting the care they deserved.
Our work helped Strategic Alliance Partners dominate the MA provider share of market. And it forged a stronger relationship between Humana and doctors. Everybody’s reputation has been elevated. And Seniors finally believe there is someone out there treating them how they should be treated.