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How can you empathize with prospective members of a specialized needs health plan?

By moving out from the shadows
of the master brand.


A part of the Visiting Nurse Service of New York (VNSNY), SelectHealth is a specialized Medicaid plan for people living with HIV individuals and transgender or homeless individuals. The SelectHealth brand lived within the larger VNSNY website and social channels, making it invisible to prospective members in driving enrollment or inquiries about the plan and challenging for existing member’s to easily access materials and coverage information.


Our goal was to enable SelectHealth to step out from behind the shadow of VNSNY by establishing its own brand voice and visual signature, reinforcing the plan’s empathy towards its members without stigma by addressing their physical, emotional and social needs.


We created an integrated plan that made the SelectHealth brand more meaningful and accessible with HIV positive Medicaid eligible individuals, with an actionable goal of expanding the conversation and the relationship to SelectHealth. While setting a path forward for the new branding and messaging architecture and photography, and in establishing SelectHealth’s own independent voice across all digital and tractional brand channels. Supported by user analytics, the new selecthealthny.org was developed based on two specific workflows for members and prospects. For each audience, the desired action, i.e., download, search, or to check eligibility, could be done in 1-2 clicks. Additional items included establishing brand social channels, landing page A/B testing and SEM, display and social ads. View the site here.

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