Carelon Health is a healthcare services company that delivers whole-person care with connected healthcare solutions for better outcomes and patient experiences. With a new brand and focus on attracting a younger, healthier demographic, Carelon Health engaged a charismatic patient to appear in a video testimonial whose story highlights the whole approach to care championed by Carelon Health.

StudioNorth created this video, along with a social cut-down and landing page, for a campaign to attract new Carelon Health patients.

The Challenge

In 2023, advanced care provider CareMore was transitioning to their new brand, Carelon Health. Their previous patient- and broker-focused campaigns were now off-brand and overused. To have an impact, they needed new digital assets and a strategy to communicate them with prospects.

Their new name also brought a mandate to expand their patient acquisition focus beyond complex and chronic patients to younger, healthier adults aged 65 and older.

Understanding the important role of patient testimonials in reaching new patients and health plan brokers, Carelon Health engaged StudioNorth to help them identify the perfect patient advocate and align a campaign featuring the video with their new brand.

The Solve

We chose Harvey, a patient at a Carelon Health care center in Las Vegas, as the subject for the testimonial video. Charismatic and engaging on screen, Harvey enthusiastically shares the ways Carelon Health supported him in his journey back to full mobility with their ‘whole person’ approach to care.

To complement Harvey’s story with the medical perspective, Carelon Health Regional Chief Medical Officer Dr. Vandhana Wadhwa and Nurse Practitioner Laura Stankovic share their experience around how the Carelon Health approach to care helps patients—whether they are healthy or are navigating complex or chronic conditions.

The video was shared via a social campaign that drove to a landing page, using both cut-down and static versions to reach and engage their target audience with Harvey’s story and to introduce Carelon Health’s new brand narrative.

The Result

Harvey proved to be the perfect patient advocate for their audiences. Coupled with better brand alignment, his story made a major impact, helping to introduce and promote the new Carelon Health brand while also attracting a new demographic to their health care centers.

Social cut-down:

• 85,346 impressions
• 8,711 clicks
• 2.39% click-through rate
• CTR 232% over 0.72% benchmark

Static social:

• 109,732 impressions
• 2,623 clicks
• 10.21% click-through rate
• CTR 1,318% over 0.72% benchmark