How Community First Health Plans Drove 225 Percent Marketplace Growth with an Integrated Campaign
Health insurance marketing often focuses on plan details, eligibility rules, and enrollment windows.
Ana Vela, executive director, creative and digital strategies, Community First Health Plans
Community First Health Plans chose a different approach.
Its 2024–25 brand campaign, For Every Generation, shifts the focus from plans to people and shows how coverage supports individuals and families from early childhood through senior years.
Developed for the diverse San Antonio (Texas) region, the campaign uses illustrated characters and recognizable local landmarks to reinforce Community First’s identity as a local health plan built for the community it serves.
When Ana Vela joined Community First Health Plans to lead creative and digital strategies in 2020, the organization was already expanding its offerings, but public perception had not caught up.
“If you weren’t a Medicaid member, you didn’t know who we were,” Vela says.
Read the full article to see how Community First Health Plans combined fresh creative with an integrated marketing strategy to change perceptions and achieve key business goals:
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