BridgeSpan Health

Brand Development and Marketing Strategy

BridgeSpan Health is a four-state health insurance company developed specifically to serve people on health care exchanges. Exchange purchasers were typically uninsured individuals who had little to no experience with insurance.

The Goal:
Our goal was to make health insurance easy-to-understand and the path to purchase simple.

The Work:
We began the process by designing and developing a robust website, BridgeSpanHealth.com. Work included driving the development of digital strategy, audience research, a user-centered sitemap and wireframe pro­cess with a cross-functional team. To make insurance easy-to-understand, we developed content that educated and informed consumers via web and social.

The insurance marketplace is saturated, so our $3.9 million budget needed to go a long way. We built a lean multichannel marketing campaign that included experiential, digital, outdoor, social and PR tactics. We also created an experiential marketing event featuring a Smoothie Bike Van. Event attendees participated by riding the smoothie bike and learning a bit more about health insurance.

The Result:
The results spoke for themselves: We exceeded our stretch sales goals by more than 20%.

Deliverables included:

  • Qualitative and Quantitative Research
  • Naming
  • Brand Identity Development
  • Marketing Communications Strategy
  • Web Strategy, Sitemap and Wireframes
  • SEO/SEM
  • Sales Collateral
  • Grassroots Event Activation
  • PR Planning and Execution
  • Social Media Planning and Execution
  • Content Planning and Execution
  • Advertising: Media and Creative Management
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