Marigold Medicare

After a great collaborative effort and the successful development of a brand platform for petplace.com, Torchlight Technology Group asked us to create a new supplemental insurance brand for their client IHC Group, a Medicare supplemental insurance provider. Our process began by evaluating qualitative and quantitative research, web analytics, IHC call center recordings, and user-testing data and consulting a Medicare expert to understand the pain points in the marketplace. We learned that people around the age of eligibility feel overwhelmed and confused by Medicare and/or are continually concerned that their current healthcare coverage won’t be enough. Another insight we gained is that Medicare coverage contains nuances—nuances that can only be determined by each individual’s unique situation.

To validate our strategic brand work, we conducted focus groups and the name Marigold resonated by an overwhelming majority. Everything from our extensive research was coming together. We created a brand as a solution to the common problems seniors face when dealing with Medicare; we developed a website strategy to meet consumer needs for better tools to make an informed decision on their supplemental coverage; we gave licensed agents the brand identity to communicate with each individual user and help them break down the complicated world of Medicare.