Prevea Health is passionate about patient wellness. That’s why they saw immediate appeal in creating a new kind of health plan—a coordinated-care plan, where they could collaborate with insurance for the good of the patient. With a likeminded partner in Dean Health Plan, they were ready to get to work.
But the health plan was starting from scratch—an entirely new product entering a complicated market. That meant not only building the brand, but also educating the market on what made it different.
Imaginasium conducted extensive research, interviews, data analysis, and focus groups to arrive at the brand’s positioning: this was a health plan that changed the insurance mindset. It was physicians and insurance on the same side, putting patient wellness at the center. It was local, affordable, and had the strength of the well-known Prevea Health team behind it.
We then employed our exhaustive, 5-step naming process to generate hundreds of options, narrow them down, test them, and arrive at a strong, ownable brand name.
The Prevea360 Health Plan brand came together to showcase the product as a truly different approach to insurance coverage. The name leveraged Prevea’s strength and reputation, while creating a recognizable identity of its own. We developed a look and feel that transcended expectations for a health insurance experience. And we helped align everyone in the organization around the brand’s authentic story.
Imaginasium also helped develop a launch plan to begin rolling out Prevea360 to brokers, agents, staff, and consumers. The client built a dedicated website and launched a PR campaign. We created print ads, a flagship brochure, radio spots, clinic signage, outdoor advertising, online ads, and social media content.
In the end, Prevea360 was able to take advantage of the market situation created by the Affordable Care Act, while also building a brand in full alignment with Prevea’s original vision. The plan got off to a running start, and successfully established itself as a valuable option in both the individual and corporate health insurance markets.