Challenge

SelectHealth is the health insurance arm of Intermountain Healthcare. Both are based in Utah. SelectHeath was created when state legislation required Intermountain to break off their health insurance services from the parent company, essentially creating a new brand from scratch. After several years of disappointing results, SelectHealth turned to us to improve brand recognition and retail traction in the state market.

Outcome

Part of the Mormon culture is based on the importance of making good choices in determining one’s course in life. Our positioning embraced the culture, while simultaneously delivering on our insight: that the hardest part of improving health is motivating behavior change. Studies show that it’s far more effective to make small, simple choices that add up over time, versus large sweeping changes that are overwhelming and are put off.

Results

“It all starts with One Good Choice.” Be the voice that celebrates the small, yet informed health choices that over time add up to better health, and a fuller, richer life. A journey that begins with their choice of the right health plan. And deliver our message in a way that resonates with the unique Utah character.