UPMC Health Plan

UPMC For You, UPMC Health Plan’s medical assistance product, has seen tremendous growth in western PA since 2012. They were recently awarded new contracts in eastern PA providing the organization an opportunity to increase their enrollment by more than one million members.

To create awareness in new and existing markets, the Health Plan needed a partner to develop a creative concept and assets for a broad media advertising campaign. Because all competitors in the market are required to offer the same base set of benefits and services, the creative and messaging needed to be unique and memorable in order to differentiate UPMC For You within the marketplace. Once the creative concepts were finalized we worked hand-in-hand with UPMC’s media buying partner to develop and distribute more than 1,500 assets throughout the state.

The design execution for this campaign ensured that the client’s message resonated with new regions and unfamiliar audiences. Ultimately, it drove up enrollment and fostered a positive brand perception conveying trust and a commitment to helping individuals across Pennsylvania.