Healthcare Marketing That Puts People First

Back in December 2024, I published this piece days after the tragic New York City shooting involving Luigi Mangione. At that time, trust in the U.S. healthcare system was already strained—and for good reason. Rising costs, inaccessible care, and unclear insurance options were leaving patients feeling overlooked and underserved.

But now, over halfway through 2025, I’m starting to see a shift.

Companies like UnitedHealthcare and HealthPartners here in Minnesota are finally leading with humanity.

They’re not just reacting—they're listening, adapting, and responding to the public in a way that feels long overdue.

I’m genuinely proud of the campaigns I’ve seen recently. They reflect the exact approach I called for months ago:
Acknowledge the frustration. Simplify the system. Put people first.

What’s Changed in 2025?

Let’s talk specifics.

• UnitedHealthcare is now leading with accessibility messaging like: “You don’t need insurance—we’ll still see you.”
  That’s huge. It recognizes that health is a right, not a privilege. Instead of ignoring the public outcry, they’re leaning in and offering realistic solutions.

• HealthPartners has transformed the in-clinic experience. Walk into one of their clinics now and you’ll see:

  • Transparent price posters—clearly listing what you’ll pay for services, even without insurance.

  • On-site resource navigators to help uninsured patients apply for low-cost or free insurance through their county.

  • No shame, no turn-aways. Just help. Real, practical help.

I've personally been in situations where I lost my job and didn’t know where to begin. COBRA wasn’t an option—it was too expensive. And I know I’m not alone. These shifts matter.

Key Strategies to Rebuild Trust (Still Relevant, Still Required)

1. Acknowledge Frustrations Head-On

Instead of dismissing rants and online complaints, companies are now treating them as real feedback.

Healthcare is expensive. That’s not a rumor—it’s a lived reality.
People deserve transparency and solutions, not PR spin.

When companies validate people’s concerns and follow up with real support, they begin to earn trust again.

2. Tell Compelling Stories

Marketing in 2025 must be rooted in storytelling—because real stories create real connection.

• Feature patients who found affordable care without insurance.

• Show navigators in action, helping people apply for medical assistance or connect to resources.

• Share personalized journeys that show healthcare systems working for real people, not just those with top-tier plans.

3. Build Community Through Campaigns

Healthcare campaigns aren’t just about insurance—they’re about health access, dignity, and equity.

The best campaigns I’ve seen this year:

• Include community-based messaging that says, “We’re here for you.”

• Are partnered with local nonprofits, clinics, and county offices.

• Feature multi-lingual, plain-language materials that invite people in—not push them away.

4. Craft Effective Campaigns for Open Enrollment

Open enrollment is more than a deadline—it’s a moment to show your brand’s values.

Effective messaging now says:

• “We know this is overwhelming. Here’s how we’ll help.”

• “You can afford coverage. Let’s walk through it together.”

• “Don’t know where to start? We’ll guide you.”

UnitedHealthcare and HealthPartners are now creating environments (digital and physical) that reflect this tone.

5. Implement Smart Digital Strategies

Let’s keep it practical:

• Use SEO phrases like “healthcare with no insurance,” “affordable care Minnesota,” and “how to apply for insurance without a job.”

• Create content that explains COBRA, county medical assistance, and low-cost clinics in real language.

• Launch interactive tools that help people compare care options and cost breakdowns.

• Use retargeting and video to walk people through the system—not just sell plans.

Final Thoughts: This Is What Real Progress Looks Like

Marketing is only as good as the systems it reflects. What I’m seeing this year—especially from UnitedHealthcare and HealthPartners—is proof that the message and the mission are finally aligning.

• This is healthcare marketing done right:

• It’s human-centered

• It’s resource-connected

• It’s transparent and tangible

And most importantly—it meets people where they are.

Updated Key Takeaways for Campaign Success

• Lead with empathy and truth.

• Highlight your navigators, pricing transparency, and support systems.

• Speak directly to uninsured and underinsured people without shame.

• Create campaigns that serve—not just sell.

• Don’t just talk about health equity. Build it into every touchpoint.