Bright health breaks through crowded market with lifestyle magazine
Healthcare content marketing
Jan 17, 2020
As a new entrant in the challenging health insurance market, Bright Health needed to achieve more than consumer awareness and commodity status. It needed to launch an identity, and further, it sought to stand out as a lifestyle brand when other insurers were content to compete on price. Communications Strategy Group (CSG) developed a customized lifestyle publication that set the tone for Bright Health as a brand and simultaneously spoke directly to the insurer’s most important audiences – seniors looking to complement Medicare coverage and women aged 35-45 making purchasing decisions for their families.