Minuteman Health

Creating a Healthcare Revolution

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.