brand Repositioning video: EmblemHealth

Description: In 2016, under the leadership of a new CEO, Karen Ignagni, EmblemHealth shifted the focus of its communications to the future of its business and its members' lives. The company needed to share this new focus with members, key stakeholders and the broader community.  

My role:  As Director of Marketing and Creative Services, I pitched creating a low-budget video that could energetically introduce EmblemHealth to new audiences, highlight recent accomplishments and future plans and reinforce brand loyalty among existing members. My team worked closely with our agency, gyro and our internal Product and Sales teams to create the video, which was promoted online, used in Client Services and Sales meetings and shown at conferences to kick-off presentations by our CEO. 

Results:

  • Over 600 views on YouTube

  • 250 clicks to the EmblemHealth Web site from a boosted FB ad

  • Statistically significant YOY increase in brand familiarity

  • Facilitated the acquisition of two large employer groups.

 

 

EmblemHealth brand video (2min)

Credits: Marco Wells, Creative Director, gyro; Tim O'Malley, Art Director, gyro; Bernie Watt, Senior Copywriter, gyro; Claire Surrey, Manager, Enterprise Marketing & Digital Engagement, EmblemHealth; Bob Feeney, Manager, Enterprise Marketing, EmblemHealth; Jinni Baek, Marketing Specialist, EmblemHealth