When Aetna acquired Sutter Health, the challenge was clear: how do you tell people "everything's changing" without triggering panic? We developed a campaign that went beyond empty reassurances, providing concrete evidence that this merger would actually improve their experience. Through strategic messaging that felt genuine rather than corporate, we transformed potential anxiety into genuine optimism about what was coming next.

Most Medicare advertising treats seniors like they're fragile and running out of time. We saw a different story entirely. Our campaign positioned seniors as experienced adventurers just getting started on their next chapter—people who've earned the wisdom to live fully, not carefully. The client loved this perspective so much they restructured their entire enrollment strategy around it. Sometimes the most powerful insight is simply seeing people for who they really are.

When Allina Health merged with Aetna, we discovered something interesting in our research: people expected that better benefits would mean more bureaucratic hurdles. We built a campaign around proving that assumption wrong. Our messaging demonstrated that healthcare could actually become more accessible, not more complicated. Through communications that felt authentic rather than corporate, we showed that the best healthcare innovation often means removing barriers, not adding features.