Oscar

Transforming an insurer into a care provider

Oscar

Industry

Healthcare

What We Did

Brand Strategy
Socialization & Training
Messaging Strategy

A patient-centric strategy for Oscar Health to enable the brand to enter new markets, reach new audiences, and achieve profitability.

Oscar launched in NYC as a healthcare disruptor promising cheaper, easier insurance. 10 years on the category has caught up and the business has grown — into new markets, offerings, services, and products. With pressure mounting to achieve profitability and the ACA in the balance, Oscar’s leadership team needed a clear patient-centric vision to secure the company’s future and focus the disparate efforts of internal teams.

Illustrated banner featuring a diverse group of people having a picnic outdoors, with a doctor in the background. The text highlights Oscar Health’s caring approach to health insurance, with a call-to-action button for searching doctors and drugs.

We set Oscar’s sights on a powerful and meaningful mission: to deliver insurance that fits real life, as a healthcare partner who understands who you are, what you need, and where you’re coming from.

While Oscar’s relentless focus on ‘simplifying healthcare’ had appeal for young coastal audiences, we found it didn’t resonate with the company’s growing mix of target members. Most people don’t want ‘easy’ insurance, and they find the promise of ‘simple’ hard to believe.

What Oscar’s target members want is care that listens. And Oscar’s unique tech-stack, approachable design philosophy, virtual care strategy, and local concierge teams position them to deliver on personalization and understanding in a way that no one else can.

An illustration of a man leaning against a large blue Oscar "O" while using his phone. The text promotes Oscar Health’s virtual and in-person benefits, emphasizing $0 virtual urgent care and primary care visits.

Results

Oscar began transforming its offering and business around the idea of ‘insurance that cares’ in the lead up to its 2021 IPO.

It has revamped its website and sales materials, relaunched its signature concierge service as a ‘care team’ and introduced a range of new offerings, from Small Business Insurance to Virtual Care to new insurance products, under the new brand strategy.