: : : product
Group Health Insurance

: : : budget
$1.5 million

: : : key problem
Originally known as the Health Insurance Plan of California (HIPC), the plan’s assets were purchased by a non-profit coalition, Pacific Business Group on Health, in 1999.

Saddled with a reputation for paying low commissions and administered by the State of California, the challenge was to overhaul the plan and resuscitate independent broker interest.

: : : key strategic insight
Major drivers of independent health insurance brokers are compensation and ease of transaction (reduced red tape); among consumers, the key drivers are perceived brand quality and cost.

: : : creative strategy
Re-brand and reintroduce the plan as PacAdvantage. Leverage the new high commission structure (eight percent) to the broker community while repositioning the brand as ideally suited to providing quality health insurance plans (medical, dental, vision and chiropractic) to California businesses with 2-50 employees.

: : : tactical elements
Integrated campaign materials aimed at brokers included: print ads in leading broker trade pubs, direct mail, brochures, multi-media presentations, e-mail blasts and website messaging.

: : : target audience
Independent health insurance brokers and small business decision makers.

: : : results
· Awareness of the new brand name increased to 32%
· among independent health insurance brokers
· Awareness of the new brand name increased to 12%
· among consumer groups
· Sales increased 7% in a low-interest category