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The case for people power

Once a distant fourth in the Minnesota Medicare market, UCare was facing new competition from national giants UnitedHealthcare and Humana. Our Good Brands Index℠ showed there was no true Good Brand in the market. In fact, it was impossible for most consumers to differentiate brands in the category at all. This was an opportunity for UCare since 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.


new members recruited in year one with a 10:1 ROI

Jumped from #4 to #1 Medicare Advantage plan

We’re the health plan figure-outers,
And de-complicators.
We’re for the small towns,
Uptowns, Downtowns,
And out of towns

We are UCare.


Individual & Family plan on MN healthcare exchange


increase in online shopping sessions