Branding. Information Architecture. User Experience. Digital Strategy. Advertising. Media Planning.

The Problem

Affinity Health was preparing to introduce a new insurance solution when the Affordable Care Act was passed. So it seemed like the perfect time to pull out all of the stops with a brand refresh, public relations push and ACA launch all rolled into one. The Makovsky Health and Digital Branding teams collaborated to create a truly impactful solution.

The Solution

Reintroducing a non-profit health insurer to its members and the public is no small task. My team repositioned the brand to be a core part of the community it served. An Affinity Community became the heart and soul of the campaign. A new, user-centric information architecture for the website was married with inclusive photography, a first in the space at that time. I created and executed an advertising buy to focus on NYC transit and billboards in the surrounding counties where our members lived and worked. A public relaunch on local television timed with the ACA launch provided the final impactful push for the campaign.

The Results

OOH advertising was used to increase brand awareness in the 10 counties surrounding NYC. The new online presence increased sessions and time on site. Facebook and Twitter engagement levels skyrocketed and community insured size 2x’d in the first three months.