Healthcare Startup Bright Health Names Figliulo&Partners as AOR

By Erik Oster 

Bright Health, a “consumer-driven” healthcare startup founded by former UnitedHealthcare CEO Bob Sheehy, has selected New York-based Figliulo&Partners (F&P) as its creative agency of record, following a review.

F&P will be tasked with handling creative across all platforms, as well as media planning, buying and analytics for the brand, which was named to Forbes “Next Billion-Dollar Startups” list last year.

“Especially because the healthcare industry seems dark and confusing to most, we’re particularly excited to share Bright Health’s more optimistic set of choices for health insurance built by a team of experienced healthcare founders committed to combining their collective years of experience to help give consumers better options,” said Bright Health chief marketing officer Ali Wing. “We are looking forward to working with an agency who not only understands how to get a brand noticed but one who thoroughly shares our vision of making healthcare better for everyday Americans.”

“We see Bright Health as the future of healthcare and are always excited to work with a company that is making real change in an industry,” F&P founder and CEO Mark Figliulo added. “We share a similar perspective on how to use technology to help make consumers’ lives easier—not to mention healthier—and we want to ensure that Bright Health stands out in the category as an optimistic alternative.”

Bright Health spent nearly $3 million on measured media in the U.S. last year, according to Kantar Media.