Humanizing healthcare in a faceless industry.
In a healthcare landscape of cold corporate giants, we helped UCare showcase the real people and teamwork behind their human centered health plans.
Enrollment Growth
New Members in Year One
Member Languages
The Challenge
Despite being beloved by current members, UCare faced low brand awareness and misperceptions about who they actually served. As consumers struggle to differentiate between health plans, UCare needed to highlight their unique human-centered approach while attracting Minnesota’s culturally diverse populations.
The Enemy—Corporate Indifference
Consumer research revealed it was virtually impossible for people to differentiate brands in the health plan space. The giants dominated market share and awareness, while scrappy UCare, although beloved by its own members, was largely overlooked. Widespread misperceptions existed that UCare was only for University of Minnesota employees and students or was a state-run program, further limiting consideration among potential members.
Plans provide coverage, but people provide the care
We discovered UCare's true differentiator: their team's authentic and zealous advocacy for members was something no competitor could match. UCare wasn't just another health insurer–they were real people committed to supporting members' unique healthcare journeys. Their teamwork, hustle and genuine concern for members were qualities that couldn't just be claimed–they needed to be demonstrated.
