Repositioning a Leading Dental Insurer for Success in an Evolving Category

Leading Dental Insurer

Repositioning a Leading Dental Insurer for Success in an Evolving Category

Challenge

When a leading provider of dental insurance was facing category changes, it partnered with Material to better understand its target audience, refresh its brand and expand its reach. The company, which offers coverage in all fifty states, Puerto Rico and Washington, D.C., needed to strategize ways to transition from a B2B company to a consumer-facing brand to win more customers in a fast-evolving marketplace.

Aproach

Conducted a competitive audit to uncover whitespace opportunities and develop a refreshed brand positioning
Utilized in-depth interviews in combination with a large-scale nationally representative quantitative survey with dentists, insurance brokers and consumers to learn where the client could expand its current core value proposition
Identified key territories for expansion and pinpointed a new brand value proposition that would resonate with target consumers and broaden the current offering
Created a new brand architecture and activation road map to shape future product/offering expansion
Implemented brand health trackers to measure the client’s ongoing performance among consumers, brokers and employers

Outcomes

We’re proud to have partnered with this leading dental insurer for more than 10 years, unearthing key insights and opportunities that resulted in the brand’s first ever national ad campaign. In our ensuing work over the years, we’ve helped the company develop a clear brand vision, earn positive coverage in national media and establish itself as a category leader.

Leading Dental Insurer