Beginning in January 2023, Brownstein has been leading Humana’s brand advertising strategy and campaign execution, including shared creative platform execution across the Fortune 50 company’s Medicare Advantage business.
Brownstein centered all campaigns around Humana’s brand platform, “Human Care,” which is Humana’s promise to ensure all members feel seen as Humana listens to understand their individual needs and deliver a healthcare experience that goes above and beyond their expectations.
An insurance brand focused in Medicare Advantage, Humana needed to win more than its fair share of 65+ members. However, communication of the brand’s new “Human Care” positioning had struggled to break through and build consideration among seniors.
The average person 65+ sees themselves 10 years younger than their actual age. So typical insurance ads showing “old people” doing “old people things,” can be absolutely eye-roll inducing.
Show consumers a brand that’s truly invested in providing better care for people 65+ — a brand that sees people not as part of an age cohort but as unique individuals.
Launched in 2022, the “Stereotypes” campaign poked fun at category norms in ads that spanned TV, OLV, Paid Social, and Print.
Social engagement
increased by 27%.
Video completion rate
increased by 93%.
25% increase in Brand Consideration
since campaign launch.
Cindy Smithlin, Principal, Brand Strategy
“In an era of automation and technology in healthcare, Humana is bringing authenticity and empathy to their care, a refreshing approach that further distinguishes them as a leader in the industry,” said Marc Brownstein, President & CEO of Brownstein. “Our partnership will continue to elevate Humana’s marketing in a crowded, competitive environment and further solidify their position as an unstoppable brand.”
The strategic partnership follows an earlier engagement between Brownstein and the Fortune 40 company, featuring a series of brand TV spots for Humana’s Medicare Advantage business. Recognizing the sea of sameness in the category’s advertising to the 65+ community, Brownstein and Humana leveraged a new creative concept, called Stereotypes, to respond to the industry and demonstrate the brand’s category differentiation, utilizing a blend of education and humor. Rather than stereotyping this population, the campaign gives credit to them — underscoring that Humana sees them as unique individuals that they want to get to know in order to provide truly personalized care. The campaign began airing earlier this year and is continuing through the Annual Enrollment Period.
Brownstein Group’s specialty PR agency, Red Thread PR, has also been partnering with Humana over the past two years, specifically supporting the brand’s Group, Military & Specialty segment. With unique positioning to deliver vision/dental care, as well as health care to the military community, the Segment has tapped the Red Thread PR team to support strategic internal communications and external thought leadership in raising the brand’s visibility in these spaces.
