Humana: Brand Positioning
The Situation: Humana, a health insurance company specializing in Medicare advantage plans, wanted to prove that they were different than the rest of their distrusting industry. When people reached 65, they wanted them to be excited to get a better version of health insurance with Humana.
The Insight: Every health insurance company says they care, but do they really? The health insurance industry has watered down the meaning of “care” by overusing it when in reality, they only care about transactions. Care should be about people, not bills.
The Strategy / Brief: Prove Humana is much more than health insurance by actually caring for and about people.
The Creative Platform: Human Care - A more human way to healthcare.
The Results: Just 6 months after launching the Human Care brand platform, Humana started to see results; awareness of their services rose by 14% and consideration of Humana rose by 15%.
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Agency: MullenLowe
Role: Group Strategy Director
Year: 2020
Human Care launch spot
Human Care launch newspaper ad - full page in USA Today
Assets for proving / testing the strategy:
Print-like object to prove / sell strategy and platform (did not go live)
Print-like object to prove / sell strategy and platform (did not go live)