From last place to #1 in brand consideration in only 15 months

Since 1985, this nonprofit health insurance company has been on a mission to deliver exceptional care to all New Yorkers. Despite their dedication, research indicated that its brand affinity and membership growth lagged behind competitors.

Prager Creative serves as full-service Agency of Record for MetroPlusHealth. As a first step in this partnership, Prager Creative executed a complete brand repositioning to reshape how MetroPlusHealth connected with New Yorkers, a notoriously difficult demographic to pinpoint and win over.

The repositioning started with over twelve, 90 minute in depth interviews with the management team that revealed the exceptional health care expertise, leadership, and customer devotion. It then progressed to a series of over 40, one-on-one hour long interviews with individually selected target audience members: people that work in the city and make the city work from diverse backgrounds and varied household incomes across all five boroughs. Individuals that are tough to recruit but offer a unique perspective that is often lost on the mainstream. Tough, cynical, and yet heartfelt New Yorkers who reviewed a series of positioning concepts and helped us refine the brand position based on:
• Shared Values
• Equitable Healthcare Access
• Social Initiatives
• Diverse Talent
• Exceptional product offerings, fairly priced

In just 15 months, MetroPlusHealth rose from last to first place in brand consideration among competitors. It also saw a 16% growth in membership and is now the plan of choice for almost 1 in 10 New Yorkers.

Services we provide as Agency of Record:
• Brand Strategy, Research and Testing
• 360º Creative Strategy, Design and Production
• Media Planning & Buying
• Social Media Strategy, Implementation & Management
• Product Marketing

A few results we’ve helped achieve:
• Telephone Inquiries up 420%
• Clicks to website up 561%
• Digital advertising impressions up 490%
• 79% cross-platform social media audience growth
• 210% increase in social media direct messaging
• Marketing-originated activities now account for a remarkable 20% of all enrollments