Regence was introducing a new group health product geared specifically for small businesses. They didn’t have a generic name for this type of product, so we started calling it a Self-Managed Plan. And it stuck. The campaign we created got to Regence's potential employer customers in the most personal, feeling way.
The strategy was to speak to employers and small business owners who regarded their employees as family. And to bring up sensitive issues that popped up in focus groups we ran for them.
