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Brief Published: 21 Apr 2016

Healthcare Brands Target Millennials

Bupa's How Is Your Body Performing campaign

British healthcare company Bupa has launched an interactive video campaign with UK indie band The Futureheads to raise awareness of its new health assessments.

The video begins with a quiz about the level of your health. Once completed, the band perform their track Heartbeat Song, with each band member representing a different body part. The quality of the performance reflects your overall health based on the answers you gave.

Created by UK marketing agency WCRS, the campaign is clearly aimed at millennial consumers, who may not be thinking about the impact their lifestyle is having on their health.

A 2015 study by the Journal of Adolescent Health found that millennials are not signing up for health insurance due to the complexity of the process. The American Satisfaction Index recently revealed that customer satisfaction with health insurance companies hit a 10-year low in 2015.

In Wisconsin, local healthcare provider Network Health has tackled this problem head-on by collaborating directly with millennials. Launching the CoCreate Wisconsin Movement, Network Health interviewed young people across 24 towns, and set up two ideation labs where new projects and campaigns could be tested out with potential millennial customers. As a result, the company prioritised mobile access to its website, leading to 900% growth in digital engagement, and also plans to create a wellness app.

Penny Ransom, chief administrative officer for Network Health, told the Huffington Post: “I think it’s pretty common for other companies to have focus groups. But CoCreate is so much more. We’re not only listening – we’re actually doing something with what people tell us. As a provider, that’s something that sets us apart.” This reflects ideas around the “invested self” explored in Beta Brandscapes, part of our Get Real Macro Trend.

For more on reducing complexity and marketing to digital natives, stay tuned for Simplicity Strategies, publishing soon as part of our forthcoming Macro Trend, The Business of Wellbeing. See also Marketing Wellness and State of Mobile: Winter 2016.

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