520 W 27th St., 601, New York, NY 10001
info@admerasia.com
+1 (212) 686 3333
COMMUNITY ENGAGEMENT
2021
01 / CONTEXT
Medicare competition in the Asian American market is crowded and fierce, with an increasing number of national and regional players joining the game. Over 80% of Asian American seniors age 65+ are language-dependent and heavily rely on Asian media and local communities for healthcare advice. For them, the Medicare information in the market is overwhelming, confusing, and undifferentiating. As a relatively new entrant to the Asian American market, Humana needs to take root in the community, build a distinct image, and showcase its wealth of offerings to drive relevance and consideration.
02 / STRATEGY
Asian American seniors value brands that understand their evolving health needs. For them, Medicare decision-making is driven by both tangible benefits and emotional resonance — and trust is key. To earn that trust, Humana needs to demonstrate a deep understanding of Asian American seniors’ cultural mindsets, linguistic preferences, and media habits, showcasing its commitment to providing high-quality “Human Care” that differentiates it from competitors.
03 / EXECUTION
Cultural connection, message clarity, and targeted engagement are the fundamental principles guiding the campaign development. The key message “Humana, a more human way to healthcare” is conveyed through authentic stories and concise and meaningful language, highlighting the brand’s credibility and a set of culturally relevant Medicare plan benefits. Catered to the digital media behaviors of Asian American seniors, Chinese and Korean microsites are designed and developed to enhance the consumer experience with tailored content. A highly community-centered media plan is deployed to amplify the campaign reach and impact. Meanwhile, local agent experiences are enhanced with optimized materials and branded mobile vehicles.
