The University of California benefits cover hundreds of thousands of lives—from service workers to tenured professors—throughout the state’s flagship 10-campus system. In 2013, the University’s Office of the President created UC Care, a new medical plan that would serve the widely diverse needs of the UC community while encouraging members to use UC’s five world-renowned medical centers.

UC is a big community, and there were equally big audiences to capture with the UC Care rollout—faculty, families, campus leaders, medical center administrators and other university health professionals. So, our strategy included gathering insights for upcoming communications through diverse focus group meetings. We heard first-hand what employees want, need, like, don’t like. It was invaluable—and inexpensive—feedback that enhanced the campaign's success.

Armed with that information, our team served as the University’s partner to research, brand, message and launch UC Care—from concept to live health plan with 46,000 members in the first year.