Creating and Launching a Disruptive Health Insurance Concept
Health insurance should be simple and affordable, and care should be personalized. That’s the idea behind Bright Health. The startup’s founders asked us to help them create a brand from scratch and get ready for their first market, Colorado. We did that and more, creating the name, identity and a fully integrated campaign, all while supporting their business strategy, launch logistics and PR. The result: Haberman helped Bright Health capture 10% of the market in just one enrollment period.
Creating a Brand from Scratch
We started with the name. How about Bright? It’s positive, original and straightforward—it doesn’t sound like a traditional insurance company. Next, Haberman developed a logo, identity and brand voice, all of which steers clear of buzzwords in favor of a conversational, down-to-earth tone.
An Integrated, Quick-Impact Campaign
The campaign was extremely targeted, focusing on areas surrounding specific clinics and hospitals that were part of Bright Health's partnership with the state’s largest health system. Awareness building channels, like broadcast, print and out-of-home, were used to quickly build awareness and credibility. The campaign also leveraged social, search and other micro-targeted digital tactics.
Haberman also elevated Bright Health’s thought leadership profile to position the brand as a disruptive force in the category. Our strategy focused on driving media coverage in national business outlets and brought forward Bright Health’s founders as credible thought leaders.
Helped secure one of the largest Series A funding rounds in Minnesota history
Surpassed enrollment goal by 20% in its first year in operation
Generated over 98,000,000 impressions during the three-month campaign