Branding Case Study – Jackson Health Plans

Campaign:

As a respected research organization, Jackson Health was one of the first health systems to launch a health plan and Medicare Advantage . The free plan included dental and visual for a primarily underserved audience of this community hospital.

Challenge:

While the care and providers were excellent, Jackson’s reputation as a safety-net hospital was not good. Trust was low and the primarily African American and Hispanic patient base were skeptical.

Solution:

ab+a developed a brand and demand generation strategy for Jackson Health Plan that leveraged the quality-of-care while building trust through featuring real patients and key points of education about a sponsored health plan.

Impact:

The launch was very strong with membership growth building year over year for five years running.