Bright HealthCare

Overview

Faced with ambitious sales objectives in the midst of a global pandemic, Bright Health seized the opportunity to reinvent its entire marketing approach, break through the clutter of boring health insurance ads, and position itself as a radically different company that’s changing healthcare in positive ways.

Led by the team at Modern Impact, the 2020 annual enrollment campaign introduced a full community of engaging, animated, yet realistic “spokespeople” who shared relatable, real-world stories that conveyed “all the bright reasons” to choose Bright Health’s individual, family and Medicare plans.

And America responded, producing enrollment exceeding 180% of goal, a surplus of unexpected top-line revenue, a significant reduction in average cost-per-application and measurable growth in market share – despite a 51% decrease in annual media spending.