Western Health Advantage | branding, marketing and advertising campaign

In just two years, the integrated campaign that Wallrich Landi developed for Western Health Advantage (WHA) delivered 31,000 new customers to the health insurance plan. The community-based not-for-profit was created by local health care providers to deliver coverage in a managed care environment without sacrificing service and quality. Yet after ten years of service, Western Health Advantage was relatively unknown. Wallrich Landi helped convince WHA that an overhaul of their brand identity and marketing strategy was in order. The result? In just two years, WHA’s members increased from 56,000 to 87,000 — a 55 percent growth in membership. Read on for details about the design and marketing efforts that transformed WHA’s sales.

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Identity
Our goal with WHA’s rebranding was to reflect the warm, energetic nature of the organization and services it provides. Depicting the rolling hills of the agricultural central valley to suggest WHA’s connection to the local community, the final mark is composed of a multi-hued patchwork of shapes to imply the diverse network of providers that, when brought together, creates a whole greater than the sum of its parts.
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Marketing collateral: sales resources
Next, we produced materials that would sell the benefits of the plan and reflect its new brand essence. We obtained rights to use images of a local painter’s work, supplemented by images of regional flowers to help breathe life into collateral pieces.
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Marketing collateral: member resources
The primary audience for sales materials is the small business owner. But it is also important to reach out to the people that want to have the plan for themselves.
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Advertising: 2008 consumer campaign
To target small business owners, Wallrich Landi developed a series of ads featuring real business owners touting their satisfaction as Western Health Advantage members and emphasizing differentiators: location, quality and service. The campaign was so successful that WHA choose to interview and feature additional business owners for their 2009 campaign.
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Advertising: 2007 consumer campaign
To target small business owners and convey the message that employees are key to the success of any business, Wallrich Landi developed a campaign showing small business owners in their “comfort zone” — the workplace. Using stock imagery to show satisfied employees in a variety of businesses and occupations, the campaign suggested that taking care of employees equaled taking care of business.
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Advertising: 2006 consumer campaign
In 2006, Western Health Advantage felt confident that it could challenge employees’ skepticism about the usual promises made by other health plans. In truth, WHA invites the kind of careful inquiry that usually finds other health plans lacking. The skepticism ad translated into subsequent lots with messages focused on strengths, as confirmed by focus groups: WHA is local, accessible, offers choice and is non-bureaucratic — the anti-HMO.
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Advertising: 2005 open enrollment campaign
A second round of advertising was developed to target individuals who might propose the health plan to their employer or choose it for themselves during open enrollment. The ads incorporated a trio of words and images to convey the plan’s primary advantages: accessibility, personal choice, dependability.
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Advertising: 2005 consumer campaign
The rising cost of healthcare makes it hard for businesses owners to afford coverage for their employees. However, small businesses tend to foster a familial environment. Owners may wish to take care of their employees but worry about the cost of doing so. We designed a series of ads featuring images of coworkers engaged in social activities, demonstrating the healthy cohesion that most owners would be eager to maintain.
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Interactive: Web site
The existing Web site was quite functional but not aesthetically pleasing. WHA asked Wallrich Landi to create a design that would build on the elegance and professionalism of the already-developed print collateral. They also requested that we leave the site architecture up to the WHA programmers. We provided just what the client asked for: a beautiful, functional homepage and one secondary page template — all fully coded and ready to go.
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Wallrich Landi

Western Health Advantage | branding, marketing and advertising campaign | Wallrich Landi

Identity

Marketing collateral: sales resources

Marketing collateral: member resources

Advertising: 2008 consumer campaign

Advertising: 2007 consumer campaign

Advertising: 2006 consumer campaign

Advertising: 2005 open enrollment campaign

Advertising: 2005 consumer campaign

Interactive: Web site