CountyCare Health Insurance Plan
Countycare. While the plan offered quality healthcare insurance to Medicaid recipients, the name carried some baggage. So we re-framed what it meant. The “I count on” campaign instilled confidence in the plan, and provided a foundation to speak to its many surprising benefits.
A year after the campaign’s launch Crain’s Chicago Business praised Countycare’s surging success, writing that new patients and new revenue “bested even Blue Cross Blue Shield.”
To overcome the misperception that care would be limited to John Stroger Hospital (formerly Cook County Hospital), messaging promoted the quality of care and convenient locations.
Research showed that dental benefits were a delightfully unexpected feature of the plan (and provided a competitive advantage), so "smiling more" became a key promise of the campaign.
Another unexpected benefit: with 130 locations, participants would not have to switch doctors to take advantage of the plan.
The campaign reflected the diversity of the target audience, with messaging that was directly relevant to their needs.