Turning Member Stories into a Powerful Brand Narrative

01

Powerful Messaging

Rather than focusing on policies and pricing, the RedShirt Treatment campaign used bold, eye-catching statements and real customer insights to differentiate Independent Health from competitors. 

02

The campaign reached audiences across TV, social, digital, radio, and outdoor, creating a cohesive brand experience that reinforced Independent Health’s commitment to personalized care. 

Multi-Channel Impact 

03

With over 38 million impressions and a 150% increase in website engagement, the campaign exceeded industry benchmarks across all major channels, proving that human storytelling resonates.

Measurable Success 

Health Care Messaging That Connects

Total impressions

38,200,000+

Website Engagement Increase

247,000+

Total Clicks

Campaign Engagements

49,860

44,404

High-Value Actions (HVA)

44,404

Organic Social Engagement (Top Post)

2.49% 

Billboard with Independent Health logo, person in a red shirt, and text "They make me feel better" with #ReasonsToRedShirt.
Smartphone screen displaying a Facebook post from Independent Health featuring a man in a light blue shirt. The text reads, "They make me feel better" and "#ReasonsToRedShirt."
Billboard with "Independent Health" logo, featuring text "They make it easy" and "#ReasonsToRedshirt."
Social media post by Independent Health with text "They make it easy" and hashtag #ReasonsToRedShirt, displaying a smiling person integrated within the word "EASY."
Large billboard featuring an Independent Health advertisement with the phrase "They make me happy" and a smiling person, set against a cityscape backdrop.
A smartphone displaying a Facebook post by Independent Health promoting their RedShirt Treatment with the phrase "They make me HAPPY." An image of a smiling person is integrated into the text. The post includes engagement stats with likes, comments,
Three smartphones displaying images of people wearing red shirts, promoting Independent Health. The phones show individuals with a red backdrop, labeled as 'Independent Health RedShirt'. The third phone screen highlights a message about Medicare part

Creative Credits

Greg Bauch, Allison Fanaro, Tucker Kohnen, Kristen Maciejewski, Jason Pautler, Ryan Stout, Liz Vetrano, Tyler Wiedmaier, Kristen Wilson

This work was part of a larger collaborative effort across strategy, media, social, account, and analytics teams. If I’ve inadvertently missed someone from our creative team, please let me know—I deeply appreciate everyone who helped bring these ideas to life.