Transforming an insurer into a care provider by giving purpose to its technology.

Brand NarrativeBrand StrategySocialization & Training

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


How does a decade old start-up fortify its place as a category leader?

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.


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.


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.