Employers shopping for health care programs tend to encounter monotonous B2B advertising focused on functional benefits that vary little from one provider to the next.

What’s more, employers would prefer not to change providers anyway, valuing a long view that discourages rocking the boat, according to proprietary research from Premera Blue Cross.

To meet the challenge of marketing in this difficult environment, Copacino Fujikado surveyed employers in charge of choosing health care for employees and made an interesting discovery: Many of them emphasize a sense of camaraderie and familial dynamics in their workplaces. This was an aspect of work life and benefits that B2B health plan advertising didn’t reflect.

The insight led the agency to craft a campaign for Premera that took a more emotional approach, showing employers that a great health care plan was the perfect affirmation for employees who care for one another.

The campaign, called “They’re So Much More Than Employees,” featured three TV spots. In one, a struggling worker is propped up by employees posting encouraging notes to his office window, accompanied by a message from Premera touting mental health care. Another ad shows a groggy dad at home on paternity leave and receiving a care package from his co-workers. A third shows a woman who must shave her head (presumably for chemotherapy) alongside supportive coworkers.

“They’re so much more than employees, so give them the health care plan they deserve,” is the message.

“Employee benefits can be the second-highest expense for many companies, topped only by salaries. It was important for us to take a very human approach, and demonstrate to business decision-makers that we value their employees as much as they do,” said Eric Trott, VP, marketing and communication for Premera Blue Cross.

In a sector where employers are reluctant to switch, the campaign delivered a 7% increase in aided awareness, a 10% increase in consideration and a 6% increase in purchase intent, Copacino Fujikado said.