United Healthcare realized an opportunity to engage a niche segment of its audience and position itself as not only a leader, but as a stabilizing force in the shifting healthcare market.
Blur maintained UHC’s general market positioning, but leveraged critical insights for the target to develop “A Better You.” This integrated marketing program and event series embodied: the flavor of highly choreographed “ Black mega-church,” worship coupled with the pervasive better living mantra of self-help gurus. The concept was driven by a communications theme: You’re not getting old, you’re getting ready.
The event series connected with the target audience and generated excitement and word-of-mouth buzz. “A Better You” successfully delivered for United Healthcare by generating positive press coverage in the target markets, providing nearly 1000 qualified leads for the client’s supplemental Medicare plans and creating direct and on-going relationships between UnitedHealthcare and over 35 African American congregations nationwide serving upwards of 40,000 members.