UCare
A distant fourth in the Minnesota Medicare market, UCare was facing new competition from national giants UnitedHealthcare and Humana. Our Good Brands Index℠ showed it was impossible for most consumers to differentiate brands in the category. Faceless, corporate and cold became UCare’s mortal enemy.
76% of consumers rated “goodness” as the top criterion for the healthcare brand they’d choose. But we had to give UCare a position not just as caring people, but as actual advocates for consumer health. Teamwork, hustle, and giving a damn about their members, were all unique UCare traits. A grassroots advantage we highlighted by sending the team out to the market on a five-person tandem bicycle.
We’re the health plan figure-outers,
De-Mystifiers,
And de-complicators.
We’re for the small towns,
Uptowns, Downtowns,
And out of towns
We are UCare.
36,000 new members recruited in year one with a 10:1 ROI.
10% overall membership growth across plans.
Jumped from #4 to #1 Medicare Advantage plan.
#1 Individual & Family plan on MN healthcare exchange.
1,200% increase in online shopping sessions.
