Building a campaign identity to launch a new healthcare brand
OptumCare
In 2015, Optum Medical Network underwent a strategic overhaul that led to the launch of the OptumCare brand. At the same time, the acquisition of 20 medical groups in Southern California created an urgent need for a rapid and cohesive rebrand. With only a one-page messaging outline in hand, TCD was tasked with developing a full campaign identity, direct mail, patient communications, and advertising strategy—all within six weeks.
Our role
TCD quickly established a cohesive campaign identity, facilitated the media buy, and led end-to-end campaign execution. Despite limited direction at the outset, we successfully delivered a full creative package on time and on brand.
Impact
OptumCare launched a $1.5 million integrated advertising campaign using our assets. The campaign framework was so effective that it was standardized and rolled out across multiple markets nationwide.
