Branding Case Study
Building Trust and Growth
Through a Sponsored Health Plan
BY THE NUMBERS
1st
of-its-kind sponsored health plan offered by a community safety-net hospital
consecutive years of membership growth
Dental & Vision
Coverage included dental and vision for underserved populations
The Situation
Jackson Health, a respected research organization and major safety-net provider, partnered with the University of Miami Health System to launch one of the first sponsored health plans in its market. The free plan included dental and vision coverage and targeted primarily underserved communities. Despite high-quality care, Jackson faced a reputational challenge: skepticism from African American and Hispanic populations who associated the hospital with safety-net stigma, not trusted choice.
The Approach
ab+a created a brand and demand generation strategy that addressed the trust deficit head-on.
Key elements included:
- Patient-first storytelling: featuring real patients to validate quality-of-care.
- Clear education: simplifying complex details of sponsored coverage into relatable, actionable terms.
- Trust-building emphasis: shifting perceptions from “safety-net” to “accessible excellence.”
The campaign integrated brand, demand generation, and community education to drive awareness and enrollment.
The Results
The launch exceeded expectations, delivering sustained membership growth year over year for five years running. By centering patient voices and clarifying plan benefits, Jackson Health Plan gained traction with communities that had previously been hesitant to engage.
The campaign transformed community perceptions. By showing real patients and real care, families began to see Jackson not as a last resort, but as a trusted choice. That shift fueled the success of our plan.
Jackson Health Executive
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