Situation
The AppleCare name stands for more than a physician-owned medical group. AppleCare also owns and operates a health insurance sales brokerage that sells Medicare Advantage plans. Both entities needed branding and aggressive business building.
The assignment was to brand, position and market these two contrasting entities, with relevant, compelling and compliant messaging. Since physicians cannot steer patients to Medicare plans, we had to walk a very fine line to position the Medical Group and Insurance Services under the same banner and remain CMS compliant.
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