What was the irrefutable consumer insight?

People don't like or trust health insurance companies – including us. To them, we're the enemy, out only for ourselves, creating unnecessary complications and barriers.

Describe the marketing challenge.

Our UnitedHealthcare Mission is to help people live healthier lives and to make the health care system work better for everyone. The Problem: we discovered people weren't interested in hearing from us because people don't like health insurance companies. They see insurers as the enemy – out only for ourselves, creating unnecessary complications such as adding costs, denying claims and creating barriers to care.

Given this, it's no surprise people start from a place of distrust when dealing with health insurers. According to the Edelman Trust Barometer 2016—the financial services industry, particularly insurance, is the least-trusted industry globally. Because people don't trust us, they ignore or contradict our efforts to deliver better health outcomes at a lower price. Our Challenge: to live up to our mission, we needed to earn peoples' trust by showing them we're on their side.