How do you make people believe an insurance company actually cares? You stop talking like one.
At R&R, we dig for the uncomfortable truths and turn them into undeniable advantages. When tasked with evolving Select Health’s “Insurance Made Simple” campaign, public trust in health insurance companies had hit a breaking point. Coming on the heels of the UnitedHealthcare shooting, consumer skepticism toward insurers wasn’t just high, it was historic. Every health insurance company was saying they cared about their members, and no one believed any of them. Breaking through that wall of distrust required more than a polished campaign; it required proof.
Through strategic sessions with our client partners, we identified a key differentiator in a sea of corporate sameness: their people. Instead of focusing on abstract coverage details, we made their locally based, consistently praised call center the hero of the story, proving that Select Health is driven by genuine member advocacy, not shareholder profits.
We wanted to tell the story of how Select Health is a community-focused insurance group by focusing on the humanity that lives within its call center, and the humility that a member would be treated with when calling. When members call in, they truly feel like they are speaking with a neighbor.
By surrounding the challenge with our uniquely integrated thinking, we refreshed Select Health’s visual direction and messaging across Utah, Colorado, Nevada and Idaho.
This approach positioned Select Health’s locally based call center as a clear, meaningful brand differentiator.
The work showed that relief and security are real, tangible benefits delivered by actual human beings who care about your well-being.
Awards and Metrics
PLATINUM TITAN AWARD
Integrated Marketing Campaign
3.3%YoY
Total site visits increased
2m 58s
Session duration nearly doubled