Oh, hello. HOW OPTIMA HEALTH BECAME NORTHERN VIRGINIA’S NEW HEALTH CHOICE

Opportunity

Sentara’s Optima Health Plan serves nearly one million members throughout the state of Virginia and was expanding coverage to Northern Virginia starting in October 2022. Yes& was tapped to create a targeted and scaled awareness campaign introducing Optima Health plans. 

Optima Health needed to break through a crowded marketplace and push past the known entities in the area (Cigna, Kaiser, UHC, etc.) by demonstrating that Optima Health plans meet—and exceed the needs of Northern Virginians. 

Insight

We expect our brands to give more than they take. Healthcare is sometimes an exception; many people feel trapped and taken advantage of by their health insurance providers. Some insurance companies seem like they’re there for you when they need something and take more than they give.  

Solution

Yes& focused on giving the brand a voice … But more than a voice–a tone of friendliness and approachability that mirrors the Sentara representatives who speak to potential customers who call. 

Oh, hello. Meet your new friend, Optima Health–a health plan that you can count on. Optima Health believes that its plans should act like a friend—to give to their members’ lives more than they take.

The ‘&’

Yes& wrote and recorded copy to read and sound like a unique, unexpected and friendly voice, unlike other health and wellness providers.  We provided a personality and identity to Sentara Health Plans, not just creating a creative campaign.

the Results

Within three months in market, Optima Health surpassed its enrollment goal by 300%. The Optima website’s organic and direct traffic increased by 39% through the delivery of advertising that yielded over 80 million media impressions. Additionally, the average time on page increased to almost three minutes, yielding higher-quality and more-informed prospects who contacted Optima Health by phone and through website forms. 