Plan B™
The Agency Alternative
Humana One
Personal Premium www.humana-one.com The health insurance marketplace has long been defined by restrictions — on coverage, options, provider choice, and just about everything else. That led to restrictions on customer satisfaction, market growth and repeat business for the Agents who sell the plans. In fact, the only thing that wasn't restricted was customer complaints. Humana listened to those complaints, and developed a suite of new "evolutionary" personal health plans designed to meet customers' unique needs. To help them launch their new plans, Humana consulted with Dr. B. We prescribed an integrated campaign that put the focus where it should be: on the needs of the individuals who buy health insurance. Consisting of print ads, internal training and sales materials, microsites, and innovative experience videos that showed Agents exactly who their customers were and what they really wanted, our treatment regimen involved three distinctive brands, each calibrated to attract a different market segment, helping to ensure a long and healthy relationship between Humana, their Agents, and their customers.