Using Content Marketing to Launch a New Insurer as a Lifestyle Brand
As a new entrant in the challenging health insurance market, Bright Health needed to achieve more than consumer awareness and commodity status. It needed to launch an identity, and further, it sought to stand out as a lifestyle brand when other insurers were content to compete on price.
CSG® developed a customized lifestyle publication that set the tone for Bright Health as a brand and simultaneously spoke directly to the insurer’s most important audiences – seniors looking to complement Medicare coverage and women aged 35-45 making purchasing decisions for their families.
Three Number of markets CSG helped Bright Health expand into over 12 months
13650 Number of magazines distributed in 2017
5 + Number of local influencers activated for first edition
Bright Health burst onto the scene with a vision for health insurance that defied the commoditized nature of the industry. Not willing to duke it out in a battle to provide the cheapest premiums on the individual insurance market, Bright Health called on CSG to position the company as a lifestyle brand with the resonance to win the hearts and minds of Americans seeking a new healthcare experience.
To that end, CSG created a content platform that would showcase the very lifestyle Bright Health wished to represent. The first piece of that platform was Bright Life, a magazine designed to reach consumers where they were most likely to have healthcare top of mind: their doctor’s office.
This opportunity was particularly impactful given Bright Health’s partnership with a single health system in each of its markets. Bright Life was placed in the offices of in-network providers and select additional medical locations. Through this targeted placement, consumers were provided the opportunity to encounter a modern and compelling alternative to their own health insurance, attractively captured in the pages of a lifestyle magazine. Likewise, Bright Life gave Bright Health credibility among brokers who extended the reach and reputation of the brand by sharing the publication with their clients.
Created for the Colorado market, the very first iteration of Bright Life brought to life a vibrant brand identity that championed a holistic view of health. The second publication of Bright Life was more ambitious and infinitely more complex, serving multiple audiences (from thirty-somethings to seniors) through multiple editions in disparate markets, including Colorado, Birmingham and Phoenix. As the publication crossed state lines, magazine content was customized based on region and audience to ensure maximum relevance and value.
“Health Insurance is perceived as cold and uncaring. We’re working to change that perception by changing the health insurance landscape and showcasing the true heroes in healthcare. CSG worked wonders with this directive in record time and proved to be a true partner in every sense of the word — from conception to creation. We had doctor’s offices and healthcare brokers calling to request more copies because the content really stood out.”
– Erin Newkirk, former CMO, Bright Health
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