Idea: Less Stress Means More Life

To simplify the healthcare experience for their members, Highmark Health wanted to take a non-healthcare approach to healthcare.

Marketing

Situation

Healthcare is complicated. It is wrought with wordy paper work and instant anxiety. How can a healthcare company flip the script and create something less complicated? Highmark Health wasn’t afraid to dream big and ask for a solution that would bring humanity and personality to a category of clinical functionality. What they didn’t have was a road map nor the time to create a new future for themselves and their members.

Transformation

Our stakeholder interviews and primary research helped us untangle their complexity into a simple idea—Less Stress Means More Life. The notion that if we can remove the stress from healthcare, everyone will get more out of life and feel better while doing so. To bring this to life for members, we took a comprehensive view of their experience and worked to simplify it by narrowing the focus of communication to help them make the next right move. This simple, linear approach that clarified each step towards the next was accomplished through minimal copy and layout as well as warm, friendly illustration, photography and iconography. This new communication system was delivered into brand guidelines where all of their new assets were documented helping them make their next right move, too.

“Thank you and the team for all you've done for me, the team and the brand. Your work has moved us in the right direction and accelerated our entire organization. ”

- Scott Mercer, Former VP, Creative

Impact

Members reported an increase of brand confidence to 95% for Highmark Health. The brand’s revised materials are preferred by 3 out of 4 members, and members responded positively to the tone, clarity and use of color in the revised materials. That is some feel-good feedback.