UnitedHealthcare 2025 Campaign

QUICK TAKEAWAY:

Customer acquisition skyrocketed while costs per conversion were reduced by 87%. Policy applications increased an astonishing 8x in the initial registration wave.

BACKGROUND:

UnitedHealthCare, one of the leading healthcare providers in the world, hired my agency team at MARCA in 2024.

Our job was to lead UnitedHealthcare’s marketing efforts in the all-important Affordable Healthcare Act (ACA) segment with a focus on Hispanics and General Market.

INSIGHTS:

ACA customers are ever-changing and diverse. So my team built a marketing plan that enabled modular messaging to enhance engagement with various Hispanic segments, in English AND Spanish.

We discovered that ACA prospects share a common truth when it comes to accessing healthcare -- the need for personal understanding and guidance.

SOLUTIONS:

The campaign we created showcases UnitedHealthcare’s benefits through targeted and culturally resonant creative — demonstrating the brand’s promise to be “By Your Side” and complementing the core brand positioning, “There for what matters.”

We visually brought to life the “By Your Side” idea with a powerful logo mnemonic to close each digital video.

And we developed five different sub-messaging platforms to flexibly engage key segments:

The “Voices” TV work addresses barriers identified in research with people talking candidly to potential enrollees.
Our “Iconography” digital platform uses powerful animated icons to provide fundamental education on A.C.A. plans.
And the “Helping Hands” on-line video work uses User Generated Content to create a relatable connection with the audience.
While “Snapshots” is a lifestyle-based campaign that connects people’s everyday lives with relevant ACA plan benefits.
Finally, “Testimonials” showcases real members, sharing emotive stories of how affordable plans have improved their lives.

We shot the campaign in studio and on location. A bilingual campaign in English and Spanish, it included hundreds of deliverables across various media:

online videos
emails
landing pages
digital and social ads
DRTV
and more

The campaign launched during the Open Enrollment period in Q4 2024 across Acquisition, Partner and Member platforms using online videos, DRTV, digital ads, email marketing, landing pages, and more.

It is a truly integrated marketing campaign that showcases the brand’s commitment to be “By Your Side.”

RESULTS:

And it worked! While full results are confidential, we can share that direct acquisition channels reported record breaking results:

Web traffic and handled calls skyrocketed while costs per conversions were reduced by 87%.

And as a result, policy applications increased an astonishing eightfold in the initial registration wave.

DENNIS HUNTER