#1 Health Insurance for the working backbone of America
UICI, a billion dollar health insurance company serving self-employed and small business owners, had acquired HealthMarket, a small firm with a new “consumer-driven” data-based technology. We persuaded the parent company to change its name to HealthMarkets, a company that would stand for affordable insurance for all working class Americans. We created the logos, graphics and basic webpage design, as well as initial launch print ads, all with the tagline: Keeping the Promise of Affordable Coverage. The unique reason to believe was a new approach called Consumer-Guided Health Insurance. HealthMarkets was acquired by the reknowned private equity firm, the Blackstone Group, in 2005.