Humanizing healthcare in a faceless industry.
Enrollment Growth
New members in year one
Expanded Lanugage Support
In a healthcare landscape of cold corporate giants, we helped UCare showcase the real people and teamwork behind their human centered health plans.
The Challenge
Despite being beloved by current members, UCare faced low brand awareness and misperceptions about who they actually served. As consumers struggle to differentiate between health plans, UCare needed to highlight their unique human-centered approach while attracting Minnesota’s culturally diverse populations.
Corporate Indifference
Consumer research revealed it was virtually impossible for people to differentiate brands in the health plan space. The giants dominated market share and awareness, while scrappy UCare, although beloved by its own members, was largely overlooked. Widespread misperceptions existed that UCare was only for University of Minnesota employees and students or was a state-run program, further limiting consideration among potential members.
Plans provide coverage, but people provide the care
We discovered UCare's true differentiator: their team's authentic and zealous advocacy for members was something no competitor could match. UCare wasn't just another health insurer – they were real people committed to supporting members' unique healthcare journeys. Their teamwork, hustle and genuine concern for members were qualities that couldn't just be claimed – they needed to be demonstrated.
An integrated creative campaign
Our integrated creative campaign delivered Good Wins earning exceptional results nearly doubling total health plan membership over five years.
- Added 34,000 new members to Medicare, Medicaid and individual/family plans in year one
- Exceeded new member enrollment goals by 26%
- Benchmarked future health equity strategies
- Expanded member support to 200 languages
- Powerfully connected UCare and diverse MN communities
"In this crazy time, Preston Spire helped us capture the right message for UCare, which was not a simple task. From the start, the work has been a great collaboration and this campaign continues to show the value this partnership is able to bring to UCare."
Get Results Like This
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