Dean Health Plan
BRAND CAMPAIGN OVERVIEW
“HEALTH INSURANCE CAN FEEL UPSIDE DOWN”
As Dean Health Plan stepped out from the crowded healthcare landscape with a bold new brand position, they needed a visually stunning and disruptive new brand campaign to match.
At its best, health insurance should provide easy access to quality care. However, navigating the world of health insurance is sometimes difficult. Doctors and insurance plans often aren’t on the same page. Sometimes it seems like insurance companies create barriers to care. All of this can lead to consumers feeling like the world of health insurance is upside down.
Dean Health Plan is the health insurance provider for those who seek a valued partner to support their health journey. Dean does it the right way by providing an unparalleled health insurance experience with easy access to care and provides people with the relationships and resources they deserve.
INDIVIDUAL PLANS CAMPAIGN OVERVIEW
“OPENING DOORS TO THE BEST POSSIBLE YOU”
Anyone can go on the Health Insurance Exchange to find cheap insurance that offers coverage for when something terrible happens. Our challenge was to get people who need a health plan to see Dean Health Plan as the partner who offers more benefits and more value for money. Health is a journey, and the destination is the best possible you.
To answer the challenge and bring the promise to life, we created the “Opening Doors to the Best Possible You'' campaign. Through the visual metaphor of someone opening a door for you, we showed how Dean Health Plan opens more doors to your life with better access to care for the best possible you. Because that’s what you deserve.
GROUP PLANS CAMPAIGN OVERVIEW
“YOUR BENEFITS HAPPY PLACE”
Under the group employee benefits vertical, Dean Health Plan challenged us to get decision makers — HR Directors, CFOs and CEOs — to see health insurance as more than just “health insurance”.
The right health plans help organizations attract and retain top talent. Employees who are healthy and at their best are more engaged and productive. It’s a win-win.
We imagined what it might be like to work at a company that offers Dean Health Plan to their employees. We envisioned healthy, happy team members engaged in their work. We saw a company with a bright future.
Ultimately, we saw an HR Director in her benefits happy place. With Dean Health Plan as a health plan partner, our HR Director has transformed how she takes care of her people and her company. And when team members have all the plans, programs and resources they need to become the best versions of themselves, the office will be at peace.
MEDICARE PLANS CAMPAIGN OVERVIEW
“YOU’VE NEVER SEEN MEDICARE LIKE THIS”
As we began our work in 2021 for Medicare, Dean Health Plan presented us with two challenges. The first was to rise above the flood of Medicare commercials featuring older celebrities promising coverage for pennies a day and the “older people playing basketball and smiling with their grandchildren” marketing that swamps the mailboxes and Facebook feeds of people of retirement age. Dean Health Plan was looking for more.
The second challenge, which was even more interesting, was to get the audience to understand that with the right partner, Medicare coverage can be aspirational rather than a must-have, needlessly complicated slog. With the right health plan partner, health is a journey.
We created the “You’ve never seen Medicare like this” campaign, drawing on the life experiences that make people who they are. By the time people reach retirement age, they have seen a lot. Maybe they think they’ve seen it all. They’ve never seen Medicare like this.
PROJECT CREDITS
CREATIVE DIRECTOR
Damian Strigens
ART DIRECTOR
Angela Ryan
DESIGNER
Quyen Tonnu
WRITER
Ryan Kresse
ACCOUNT LEAD
Susan McBeth
PROJECT MANAGER
Julie Stefanksi
