Brand Development
Affinity Health Plan — ACA Launch Campaign
A comprehensive brand refresh and multi-channel launch campaign for a nonprofit health insurer entering the ACA marketplace — resulting in community insured membership doubling within three months.
The Challenge
Reintroducing a nonprofit health insurer to its members and the public is no small task. Affinity Health Plan was preparing to launch a new insurance solution timed to the Affordable Care Act — a moment that required both a credible brand presence and a strategy for reaching diverse communities across the New York metro area.
Our Approach
Dan's team repositioned Affinity as a core community institution — not just an insurance provider. They developed user-centric information architecture for the website, implemented inclusive photography that was innovative for the healthcare space at the time, and coordinated an out-of-home advertising campaign across NYC transit and surrounding county billboards. A public television relaunch was timed to coincide with the ACA launch for maximum impact.
The Outcome
Out-of-home advertising extended Affinity's brand awareness across ten counties. The redesigned online presence improved both sessions and time-on-site. Social media engagement grew significantly. Community insured membership doubled within the first three months of launch.