Case Studies

Older patient with friendly female nurse.

Zing Health

Healthcare Startup Embraces a Neglected Market

Zing Health is a new Medicare Advantage insurance company organized to reach populations underserved by traditional health insurance models. Zing Health’s community outreach produces personal treatment plans, answers members’ questions and makes sure they’re getting the right care at the right time. Every member’s care team includes a doctor, a nurse, a behavioral health specialist and a community health worker, plus access to a 24-hour nurse advice line and telehealth video services.

The Challenge

Zing Health needs to lay the groundwork to fundamentally reinvent healthcare for the senior population, drawing on a vast number of committed partners including the American Medical Association, Balto, ConnectureDRX, Lasso Healthcare Insurance Co., Perspecta and SelectQuote.

In addition, Zing Health needed quick progress to attract private equity funding, expand to new multicultural markets in the Midwest, expand its provider networks and meet enrollment goals in areas with low levels of health insurance awareness and uptake.

The Solution

Purpose Brand created the brand platform, messaging strategy, public relations and social media plan for Zing Health, helping to navigate the initiative through the COVID-19 pandemic. We produced a public relations campaign to feature the thought leadership of CEO Dr. Eric E. Whitaker and educational material to reach underserved populations and monthly blog content to solidify the Zing Health digital footprint.

Newsworthy press releases, public affairs outreach and in-market community campaigns resulted in features in The New York Times, Black Enterprise, TechRise and B2B healthcare and health administration publications, plus op-ed placement in Chicago Medicine and Crain’s Chicago Business. Purpose Brand also produced health education content for multicultural audiences in specified ZIP codes. As a result, Zing Health saw a 193% increase in placement/media pick-ups and 90% increase in impressions year over year.


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