Curative: Fixing health insurance. No, really.

Curative launched as a relatively new health insurance brand with its No, Really campaign to overcome the skepticism and distrust of the American health care system and demonstrate that the brand’s plan would remove the barriers standing in their way.

Summary

Curative launched as a new health insurance brand in 2022 with an aim to disrupt the status quo. But would Americans believe that a different kind of healthcare plan was even possible?

US consumers have been worn down and traumatized by health insurance through surprise bills, disappointing services, and the logistical shock of being burned by a deliberately confusing system.

This created a lot of distrust, and our research quickly uncovered a devastating truth:

The US healthcare system has conditioned people to avoid the care they need, ultimately driving up the cost of care for everyone.

Despite historically poor...

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