PacifiCare
Unifying brand communications for PacifiCare
PacifiCare Health Systems is one of the largest healthcare companies in the United States with approximately $11 billion in annual revenues and a total of 3 million members. Primarily serving 8 states on the West Coast, PacifiCare offers health insurance products for Medicare beneficiaries and employer groups (HMO, PPO and POS plans), as well as special services including pharmacy management, behavioral health, dental, and vision coverage.
Challenges
Unify the identification and brand communications practices across decentralized business units
Establish internal management systems to ensure consistent implementation
Strengthen communications of its two sub-brands; PacifiCare managed care and Secure Horizons, while broadening the overall perception of PacifiCare as more than a regional HMO
Actions
Developed a new communications strategy, positioning the company as a diversified national healthcare insurer
Created a dual masterbrand strategy in which all offerings carry either the PacifiCare or Secure Horizons brand
Designed a framework to guide all naming decisions, including detailed, step-by-step procedures for product name development
Assisted in establishing an internal Brand Management Council to oversee all communications and product naming initiatives