Starting in 2014, we worked to protect CountyCare’s position as other Medicaid health plans entered the market. A heavy brand awareness effort did just that: Brand awareness and favorability among target audiences grew significantly – 17 percentage points and 13 percentage points, respectively. Our efforts have since expanded to include digital advertising, a new website and marketing programs designed to further retain and grow membership.
Only a few years later, the market is preparing for another major shift – this time with the consolidation of the number of health plans operating in Illinois. Building on the audience-tested messages and creative concepts, we have deployed a refreshed CountyCare-branded campaign that makes no mistake about the value the plan delivers to its members. Our support extends to the plan’s success in acquiring two competitors and their members as well as providing ongoing counsel, branding and web development expertise.