Clover Health

Challenge /

This baby unicorn with serious backing and a hardcore mission (literally fixing the American healthcare system by disrupting Medicare) was expanding quickly and feeling some growing pains. The lean, young, super-zealous team on the inside was facing lofty goals and looming deadlines that left little room for error. They knew well what wasn’t working—what wasn’t moving the needle during open enrolment, etc.—but they couldn’t quite put their finger on why. They knew that to achieve the enrollment numbers they wanted. And they knew the only way to get there was to anchor their efforts in a deeper, more empathetic (and thus more clearly directional) understanding of their 65+ customers.

Not bad for a bunch of whippersnappers.

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Solution /

After calling me and my team in and getting us quickly up-to-speed on their business, they sent us out into the real world (AKA Texas, New Jersey, and Georgia) to have a bunch of deep conversations with some of the most amazing people we’ve ever had the pleasure of meeting. Bringing their voices and stories into the organization ignited a wildfire of new, inventive thinking. Pretty soon, everyone from Marketing to Product to Support were working in concert to reimagine how Clover could show up and create the sort of experiences that would resonate with the 65+ fixed income set. With that framework in-hand, Clover’s marketing team was able to create an incredibly diverse set of deliverables that told their story in a true, vivid, and clearly differentiated way.

Added bonus: meeting some of the most lovely (elder) people imaginable…

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