Your day, made better

UNITEDHEALTHCARE

One idea for 22 markets, and the everyday moments UnitedHealthcare Medicaid makes easier


My role

I led the internal creative team, directed campaign development and guided consumer testing, partnering with Marketing, Media, Legal and state compliance teams to deliver a scalable creative system.


Objective

Replace separate state campaigns with one national platform that could reach market faster, build consistency and position UnitedHealthcare as a dependable partner in everyday life.

Because benefits varied across 22 markets, the idea couldn’t rely on any single offering. We built around the broader role Medicaid could play in making everyday life easier, with markets able to opt into more localized creative when needed.


Creative Development

“Your day, made better” tested strongest among the concepts, with strong emotional responses. We extended the idea into Brighter, Simpler and Healthier variations to show how coverage could improve everyday moments.

AUDIENCE INSIGHT

“Every day is a grind to give my family what we need and deserve.”

Pediatrician examining a baby with a stethoscope while the baby sits on a parent's lap

Smiling older man speaking with a healthcare professional holding a clipboard in a bright living room.

Man using a smartphone while pushing a shopping cart in a grocery store

Person in a blue shirt leading another person by the hand outdoors

Creative Strategy

Prove UHC provides the best benefits and support to offer Medicaid plans that work just as hard as you do.
Mid-30s, educated, active and tech-savvy self-selector
“Every day is a grind to give my family what we need and deserve. I need a health insurance brand that works as hard as I do.”
As a brand, we bring more than 30 years of Medicaid experience and offer plans that include no-cost extras — such as rides to the doctor, gift card rewards, gym memberships, nutrition support, dental, vision, maternity support and more — to make sure every aspect of your health is taken care of.

THE SWEET SPOT

Uplifting benefits

A concept that communicates all the unexpected ways our value-added benefits can make members’ days — and lives — better, in ways large and small.

Creative concept testing and open-ends

As part of our creative process, we tested multiple concepts through both message and visual focus groups with Medicaid members. Our concept, Your day, made <better>, delivered the strongest gains in awareness, familiarity, and consideration—along with standout open-ended responses that reinforced its resonance.

Father hugging and kissing his smiling daughter while brushing her teeth at home

“It makes you feel like you’re making the right choice.”

— Creative testing open-ended comments

Results (March-August 2025)

170M

digital impressions
strong top-of-funnel reach
and awareness

984K

clicks with a 0.57% CTR —
solid engagement in a
regulated space

$.71

average CPC —
efficient media spend, far outperforming our $3.97 goal

572K

landing page visits,
513K unique visitors

97%

of users on mobile — reinforcing the need for mobile-optimized creative and seamless UX

*455%

year-over-year in acquisition site unique visitors — signaling major growth in member interest and potential consideration

These early indicators suggested the campaign was effectively breaking through, driving awareness and action at scale, and laying the groundwork for long-term impact.