Building a differentiated proposition in the crowded world of health insurance

Identifying unmet needs amongst B2B decision makers across the U.S led to a more differentiated proposition that helped our not-for-profit client punch above its weight.

The Challenge

How do you cut through to business decision makers in a crowded, price-driven sector… especially when being a not-for-profit means you don’t have the budget of the big players?

Our Approach

In-depth qualitative research with hard to reach B2B decision makers across the US shed new light on the existing landscape and decision making dynamics within their business and sector. Researching brokers in parallel helped to identify the ‘selling story’ and existing pain points to address from ‘the other side of the fence’.

Our Impact

A sharpened communications strategy for 2020 and the launch of innovation workstreams focused on further differentiating the proposition.

  • Charity / Not for profit
Study type 
  • Purchase decision making
  • Qualitative research
  • US

San Francisco

535 Mission Street, 15th Floor
San Francisco
CA 94105
+1 855 503 0723

New York

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NY 11201
+1 855 503 0723


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United Kingdom
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