HealthPartners came to KC with “Make Good Happen,” a brand expression developed in 2013 as the company combined with Park Nicollet. “Make Good Happen” created a unifying position for all areas of the new HealthPartners to rally behind. Two years from launch, HealthPartners and KC recognized the need to deepen not only the messaging, but the emotional connection to the audience.
The Truth about healthcare consumers is that they are highly skeptical, and believe most health organizations are the same. They want a partner they can trust, and one that offers a unique benefit.
To uncover the Truth about HealthPartners, KC led a Truth Session with key business leaders to drive the evolution of Make Good Happen. In this session, research was discussed that revealed that for over a decade HealthPartners members and patients had the best health outcomes in Minnesota. KC took this insight and brought it to the forefront, evolving the creative into a campaign that focuses on this solid point of differentiation, and breathes new life into “Make Good Happen.” KC also positioned HealthPartners as the partner we all need, highlighting their passionate, caring culture dedicated to improving health for all.
To launch the campaign KC developed a fully integrated media plan with an emphasis on digital channels. The campaign launched in August 2016 with digital display, online video, radio, television and newspaper. See the work.