Health Insurance 4.0: Branding an Industry Shift

Total Control Health Plans wanted to create an annual event bringing together thought leaders to discuss the future of self-funded healthcare. We built the brand, executed the marketing, and provided research that positioned the event as essential for Michigan employers.

The Story

TCHP founder Mike Hill envisioned an annual summit where employers and industry leaders could discuss cost-saving strategies and the next evolution of health insurance. But launching a new event from scratch required compelling branding, strategic marketing, and credible content that would establish TCHP as a thought leader in the space.

Deliverables Overview

Event branding and naming
Landing page and digital marketing
Event collateral
Presentation design
On-site video and photography

How We Worked Together

We tried out several names but ultimately pitched Health Insurance 4.0. We wanted something that felt familiar (similar to Industry 4.0) yet clearly communicated a major market shift, a whole new version of health insurance that would depart from the ever-rising costs of major carriers after the ACA.

We handled all marketing and creative execution while Mike focused on curating speakers and content. To anchor the event in data, we conducted the annual MI Employer’s Health Insurance Report, surveying Michigan employers about their healthcare challenges. The report’s unveiling at the summit gave attendees the first insights and reinforced TCHP’s expertise.

Results

After two successful years, Health Insurance 4.0 is emerging as a stable event for TCHP and many West Michigan employers navigating self-funded healthcare, with attendees praising the quality of information, speakers, and networking opportunities. The event is planned to return in the year ahead.

Rooted in data

Health Insurance 4.0 marks the release of TCHP’s MI Employers Health Insurance report each year. The report engages Michigan employers through a survey to keep a pulse on how others across the state are managing the changing industry.

Blending education and fun

Navigating the complexities of health insurance is hard work, so each year the team at TCHP looks for ways to keep things light and fresh, whether that’s creativity around nametags, snacks and giveaways or inviting your favorite GR rocker to perform.