Texas Children’s Health Plan Brand Alignment
In 1996, Texas Children’s Hospital, the largest children’s hospital in the United States, founded Texas Children’s Health Plan, the first health maintenance organization (HMO) created for children. They serve those children most in need because of their financial situation.
Over time, the marketing materials created by the Health Plan's creative team strayed from the parent brand. I was hired by the Hospital’s creative director to manage the creative team at the Health Plan and tasked with bringing all marketing communications within brand.
Goals:
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Capitalize on the equity of the parent brand..
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Improve the creative output of the team.
Tactics:
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Get back to basics by establishing simple guidelines and templates to quickly align the Health Plan with the main Hospital brand.
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Elevate the creative by fostering ideation sessions among writers and designers.
Media:
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Print
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VIdeo
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Online
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Social media
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Broadcast
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Out of home
Member to Employee Video
Some of our employees had been members of the Health Plan when they were previously in need of assistance. Now as employee of the Health Plan, they're helping others care for their children. When we asked these associates to tell their stories, their passion came through and we were able to tell a powerful story. I served as producer and conducted the on-camera interviews.
Get Back to Basics
Templates
The templates we created allowed materials to be easily created in brand, giving us a quick win. We also standardized how we displayed the bilingual copy.
Northeast Texas Campaign
Research shows that an important factor in choosing an HMO is the size of the physician network. The goal of this campaign was to sell the size of our network to potential members in a part of the state in which we had recently expanded.
The simplicity of the message and design and the focus on the basics of the brand visuals and voice were an important part of realigning the Health Plan with the Hospital brand.
Sponsored Social Media Post
300 x 600 Web Ad
Out of Home Advertising
Skip the Wait Direct Mail
State of Texas regulations require all communications to our members to be in English and Spanish. Clearly presenting both languages was an important part of thinking how we worked moving forward.
Elevating the Creative
Value Added Services Social Media Campaign
One of the ways HMOs differentiate themselves is through the Value Added Services (VAS) they offer their members. This campaign had an offer forward message.
The team created a campaign with a focus on how these services help kids achieve success in the future. The execution to the left promotes eyeglasses and contact lens benefit.
Alternate Execution Promoting Sports Physicals
Defender Flip Publication Ad
This was for an annual buy in a bilingual flip publication with an English cover and copy in one half, and a Spanish cover and copy in the other. Our ad was on the 2-page spread where the two halves met in the middle.
In the past, English and Spanish ads were run head to tail in the center spread. I asked for art that would cross the spread and work with both English and Spanish copy. The art director and copywriter did a great job of running with that idea.
Applying for public assistance can be a daunting process. The goal here was to create a page that broke the process down to 3 high-level steps to encourage people to apply. A brief listing of benefits offered by Texas Children's follows.
