Following the 2014 merger with Park Nicollet, HealthPartners became Minnesota’s largest healthcare organization. They needed to update their brand story to unite team members and embrace a vast combined customer base.


HealthPartners had long believed that “Healthy should be simple.” New research suggested that making care and coverage more transparent and accessible through digital tools would better empower our time-strapped target.


Our initiative was to highlight the many ways that HealthPartners puts customers back in control with simple, personalized tools and engaged, helpful partners.


Make good happen became the Iconic Idea that speaks to both the target’s desire to more easily care for her family’s health and the new organization’s desire for a rally cry to inspire and align employees.


HealthPartners’ annual market survey shows their campaign is the most recalled health insurance advertising in Minnesota.