• by Larissa Faw , July 3, 2018

Healthcare startup Bright Health is appointing Figliulo&Partners (F&P) as its full-service AOR following a formal review. The Minnesota-based startup previously worked with Haberman, also based in Minnesota. 

Now, the New York-based F&P will oversee the brand’s creative work across all channels, as well as media planning, buying and analytics.

Their first collaboration is anticipated to launch in this fall across a variety of mediums. The creative will aim to showcase Bright Health as an “optimistic alternative” in the healthcare industry.

"We share a similar perspective on how to use technology to help make consumers’ lives easier – not to mention healthier – and we want to ensure that Bright Health stands out in the category as an optimistic alternative," says Mark Figliulo, founder/CEO, F&P.

Two years ago, Bright Health and Haberman introduced the “Bright On” campaign that featured "splashes of vibrant watercolors" to convey its service offerings. The healthcare brand, similar to competitors like Oscar Health, launched during the aftermath of the federal Affordable Care Act (ACA). Initially the company sold coverage to those in Colorado, but received federal clearance last year to sell Medicare Advantage plans in Alabama and Arizona as well.