Health Net launches general market campaign by Acento.

Health Net recently launched its Fall General Market brand advertising campaign in California and Arizona to support the important enrollment period for customers who are selecting a health plan for the January 1 effective date.

The advertising consists of Outdoor, 30-second Radio and Online.

“It was important to demonstrate that Health Net truly takes a personal and human approach to healthcare and provides affordable and tailored solutions for consumers,” said Robin Burns, Acento Manager, Strategic Planning and Research.

The advertising plays up on the power of word-of-mouth via social media where customers spread the news with fun “tweets”. The contemporary ad campaign shows how Health Net is not like other health insurance companies. The campaign closes with the tag line “Way to care” delivering a strong leadership position for Health Net.

Acento Advertising has been expanding its work into the General Market as part of its evolution as a “total market” agency.