Humana had a goal to grow its group specialty business, which sells dental and vision plans to employers. Through a branded content campaign with The New York Times, the health insurance company found an effective way to reach employers by shining a light on the stories of employees and their families who benefit from employer-provided specialty health care.
The campaign, created by TrueVoice Growth Marketing, captured bronze for Branded Entertainment/Content Campaign of the Year among providers and insurers in the Healthcare Marketing Impact Awards 2023.
Through a platform called “Conduits for Care,” Humana showed business leaders how it can help them be good stewards of their workforces through “Stories of Care,” a package of custom feature editorial highlighting how vision and dental insurance helps employees. Featured individuals shared aspects of having full health care and how Humana’s coverage affects their real world.