Minuteman Health
Creating a Healthcare Revolution
Created under the Affordable Care Act, Minuteman Health joined with doctors, hospitals and members to provide quality care and share reduced costs. With 98% of Massachusetts already insured, we needed to break through and create a revolution in healthcare while launching the brand and attracting small businesses and self-employed individuals.
Budget dollars focused on a highly visible conquest strategy including Patriot’s pre-game football sponsorship, subway train wraps, food truck wraps, out-of-home billboards and kiosks, and website takeovers.
Challenge
Launch a new health insurance brand in a nearly fully insured market while attracting small businesses and self-employed individuals.
Strategy
Created the Minuteman Health brand from scratch and executed a bold, high-visibility conquest strategy using audience analytics to drive dominant out-of-home, transit, sponsorships, and targeted TV to quickly build awareness and credibility.
Impact
Exceeded membership goals in Massachusetts and successfully expanded into New Hampshire the following year.
