• by Amy Corr , Staff Writer @MediaPostOTL, November 19, 2007

Cutting through the clutter that is healthcare ads is no easy feat; many have tried, few have succeeded to differentiate themselves from similar creative that tends to highlight particular plan benefits and pricing structures.

But what about the people served by the health plans? More important, what about the relationship between actual members and a plan's customer service department?

Health Net's latest campaign promoting its Medicare Advantage Programs resemble miniature consumer profiles rather than an average 60-second spot.

WONGDOODY joined forces with documentary filmmaker Jeffrey DeChausse to create four 60-second ads, the end result of more than 70 interviews with actual Health Net associates and members, and more than 70 hours of recorded unscripted footage. All Media Advisory handled the media buy.

Health Net launched the full campaign in Connecticut, the state with the largest Medicare Advantage plan.

The unscripted, in-person interviews took place in the state over the course of a few months. The TV, print and direct mail campaign will run through March 2008.

"The creative team really wanted to shoot in a true verité style, nothing scripted," said DeChausse. "To do this we needed to build trust and open ourselves up to our subject matters. It's very much a two-way street. It's all about finding organic moments -- moments that could never have been written. That's what we all loved discovering," continued DeChausse.

The relationship between health plan members and health plan associates develops not in a office-type setting, but in a more intimate territory: a member's kitchen, living room or garden.

"It is uncommon to see a health insurance company portray real members with all of their health issues brought to the forefront for everyone to hear," said Renee Levine, vice president of marketing, Health Net.

"Rose" found an understanding health plan associate in Matthew, who explained things slowly, so she was able to understand, despite having a hearing problem.

A husband and wife, who remain active in their retirement days, researched Medicare plans as one partner was nearing the age of 65 in the "Gleckmans."

When she's not out running marathons, "Marj," a breast cancer survivor, found a plan that suits her needs.

Cassandra helped "Charlie" better understand his health plan upon learning he would need triple bypass surgery.

Each spot mentions plan options for seniors, namely a plan that costs $99 month.

Kaiser Permanente is another healthcare provider that's a big proponent of unique healthcare ad campaigns.

Earlier this year the company purchased radio ad time to give listeners a full hour of commercial-free radio, save for a sixty-second KP spot before and after the hour-long set.

In 2006 KP placed tags on running shoes to promote a microsite that promotes healthy living.