, ,

Accentuating the Differentiation with WellMed

Laying out the facts to simplify senior-focused healthcare.

WellMed, senior-focused healthcare clinics in Texas and Florida and part of UnitedHealthcare, approached KC with a positioning problem. “How can we clearly communicate to seniors and differentiate ourselves during open enrollment period, and beyond?”

As part of the creative brief process, KC became particularly interested in the footnotes of several WellMed documents that were referencing a qualitative study on the effects that WellMed care has on seniors. The results of this study were clear; WellMed helps seniors live longer lives.

KC proposed a simple, yet powerful, message that takes the citation from the footnote to the headline. Rather than qualifying the statement with endless disclaimers, KC’s strategy was to celebrate the study’s discovery that WellMed helped seniors live longer lives.

With this message as a foundation, KC developed brand concepts and tactical messaging to be used to educate seniors during Open Enrollment Period for 2014.