In 2019, America’s Health Insurance Plans (AHIP), the leading advocacy organization representing U.S. Health insurers, saw the growing disconnects between consumers experience with health care and their understanding of insurance providers. Questions about the value of health insurance undermined the trust consumers had the healthcare system. Simultaneously, the world was grappling with the impacts of COVID-19.  We saw an opportunity for health industry leaders to work together alongside government partners, in an effort to break down barriers to care.

Ogilvy worked with AHIP and their member companies to develop an industry-level brand platform and identity. The brand served as a springboard to redefine the relationship between insurers, consumers, and the patients’ journey. We conducted a brand discovery process, inclusive of a brand audit, stakeholder interviews, and benchmarking category leaders and competitors. This qualitative data was matched with quantitative data about consumer perceptions to explore new brand expressions. The resulting brand refresh leads with a simple promise: AHIP is guiding greater health.