Weber Shandwick is supporting LifeWise Health Plan of Washington's efforts to rebrand, with the Affordable Care Act's October rollout as the impetus for the change.
“The healthcare environment has changed greatly this year with the ACA; now it is mainly a b-to-c environment,” said Ryan Hodgson, SVP at Weber Shandwick's Seattle office. “So this requires a different type of marketing, and with that comes a different kind of relationship with the consumer.”
The campaign, which will run through next March, is positioning LifeWise as a “health support partner,” encouraging people in Washington and Oregon to lead healthy lifestyles through integrated marketing initiatives.
The effort is targeting people in the marketplace for health insurance, specifically men and women aged 26 to 65. Its outreach tactics include the use of ActivelyNorthwest, a regional online lifestyle magazine with more than 50,000 Facebook fans; #FitMob, a six-week series of free fitness events in Seattle; and the You Got This! ad campaign supporting healthy behavior that rolled out in August, led by a series of print, radio, and digital ads. The company is also using rewards and tools for members, such as free apps and entries to regional fitness events.
Olympic swimmer and world record holder Ariana Kukors joined LifeWise in July as director of health inspiration. She is writing for ActivelyNorthwest and leading the #FitMob series.
Weber is incorporating Vine, Instagram, and video content into its outreach.
“The challenge is to connect with people in a meaningful way when we are talking about health insurance, which isn't really a topic people want to connect with,” said Hodgson. “So we are choosing to connect with people based on their lifestyle choices.”
In Washington, LifeWise is in the individual healthcare market, while it is in the individual and group markets for businesses and individuals in Oregon.
Earlier this month, 77,000 people with the LifeWise Health Plan reportedly learned their plans would be cancelled, because they did not meet requirements under the Affordable Care Act.