Brand Development and Marketing Strategy
BridgeSpan Health is a four-state health insurance company developed specifically to serve people on health care exchanges. Exchange purchasers were typically uninsured individuals who had little to no experience with insurance.
The Goal:
Our goal was to make health insurance easy-to-understand and the path to purchase simple.
The Work:
We began the process by designing and developing a robust website, BridgeSpanHealth.com. Work included driving the development of digital strategy, audience research, a user-centered sitemap and wireframe process with a cross-functional team. To make insurance easy-to-understand, we developed content that educated and informed consumers via web and social.
The insurance marketplace is saturated, so our $3.9 million budget needed to go a long way. We built a lean multichannel marketing campaign that included experiential, digital, outdoor, social and PR tactics. We also created an experiential marketing event featuring a Smoothie Bike Van. Event attendees participated by riding the smoothie bike and learning a bit more about health insurance.
The Result:
The results spoke for themselves: We exceeded our stretch sales goals by more than 20%.
Deliverables included: