About This Project
Network Health is truly a challenger brand. They are the hometown health plan of the Badger State, headquartered in NE Wisconsin. Up against national competitors, they turned to GKV to support their Medicare Advantage products.
Our discovery process brought forth Network Health’s key differentiator. It was their people and their one-on-one commitment to their members. This was something the big guys could not offer. The People-to-People campaign came to life, as it was a philosophy that Network Health had been living up to all along. Network Health stands for no-jargon health insurance, one-on-one customer service and competitive benefits. They are the whole package wrapped up in a friendly smile.
It only made sense that we use real members to tell their story on TV. No actors, no script. We invited Network Health members to a reception with the Health Care Concierges and we turned the cameras on. And the hugs followed.
In addition to DRTV, the campaign rounded out with direct mail, digital display and social media.