Background

For adults on Medicare, healthcare is generally a joyless experience, characterized by confusing paperwork, crowded waiting rooms and rushed appointments. Oak Street Health is the complete opposite. The company provides patients with VIP service including free transportation to and from appointments, minimal wait times and 2x more time with doctor. 

Challenge

Back in 2014 when the company was just getting started, Oak Street reps worked local neighborhoods, handing out marketing flyers and inviting people to attend open house marketing events. Results were not great. The problem was the flyer itself, which was dry and uninteresting. 

Solution

Insights and Strategy – Through extensive consumer interviews I unearthed low consumer expectations of healthcare, resulting in skepticism about Oak Street’s promises of a much better experience. Even though I’d committed to rewriting the flyer, I determined that better writing, alone, would not solve the problem. What Oak Street needed was to make its intent telegraphic.

Brand expression – I formulated a brand essence (“sweet attention”), a brand positioning (“the happiest place in healthcare”), and I translated it to a new illustrated visual brand identity, which tested beautifully with existing and prospective Oak Street patients.

Tactical development – I captured the new look Oak Street persona in a concise brand guide, and I redeveloped the marketing flyer.

Key Deliverables

• Positioning statement

• Custom illustrations

• Brand guide

Outcome

Oak Street’s marketing results improved immediately, leading the company to completely redevelop its marketing footprint around the new identity. Back then in 2014, the company had 4 locations open in Chicago. Today Oak Street Health (NYSE: OSH) has locations in 20 states and a marketing capitalization of over $14B.

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