HealthNow: Planning Ahead

HealthNow’s strategy for expanding its client base includes persuading corporations and consumers to “plan ahead.”

A new print, radio and television campaign created by the McLean, Va., office of Boston-based Arnold touts the Buffalo, N.Y.-based insurer’s proactive approach to healthcare.

Three 30-second spots broke last week on spot television and cable outlets in upstate New York markets centered around Rochester, Syracuse and Elmira. Print executions will appear in area newspapers as well as periodicals such as Good Housekeeping and Ladies’ Home Journal.

The tagline for the campaign, “A plan ahead,” flows out of a series of medical mishaps “scheduled” to befall characters depicted in the spots.

“We’re trying to communicate that this is a health plan that is not only one step ahead of other health plans, but a step ahead of where you are,” said executive CD Matt Smith, who is leaving Arnold this week to start his own company.

In “Grocery Store,” two twentysomething jocks meet in a supermarket; one invites the other to drop in for the game. “Oh, I can’t,” he replies. “I’m falling off my roof tomorrow, herniating two disks and inflaming my sciatic nerve. … I’ll call you when I get out of traction.”

A voiceover intones the familiar “No one plans for these things” platitude, then abruptly reverses direction: “We do! Like offering direct access to chiropractic care. Just one of the many proactive benefits we offer.”

“Arnold differentiates us by showing how HealthNow meets our members’ needs,” said Norah McGuire, client svp of marketing and business development.

Senior CD Fred Burgos oversaw the project. Dan Madole served as art director; Greg Johnston and Don Corrigan handled copywriting chores. Jim Jenkins of New York’s Hungry Man directed.