Find Demand

Demand Intelligence, a quant-qual method that learns from active demand, reveals On-Demand Health Insurance is a concept and conversation Bind can lead and own. The underlying issue was wrong positioning, messaging, and tactics. In addition, while Bind's team was spreading efforts across multiple channels, we identified that HR leaders and teams indexed extremely high on Facebook, which became our rapid testing ground.

Measure the Competition

Demand Intelligence is also how we measure Bind's strengths and weaknesses against their competitors. DI shows neither Bind or their competitors do digital marketing well. The door is open. We can get a new story to market by improving Bind's digital execution.

Align the Story

We clearly defined on-demand health insurance and organized all product features to support that concept. We created a new demand-driven story focused on what makes them the thought leader and rebel: Bind On-Demand removes the cost and uncertainty from healthcare.

Pilot. Test. Iterate. Grow.

We used search and social to rapid test messages, content, and media, always refining toward results while remaining opportunistic. Through testing, we identified the benefits that garnered the most engagement and click-through: No deductibles and No surprise bills. From there we took those proven messages and expanded them across different media and sales support materials, including buying boxed lunch for 18,000 people at a leading HR conference we couldn't attend with a booth.

Design the Experience

Once the strategic repositioning proved itself in market, we redesigned Bind's entire user experience to deliver on the promise of transparent, predictable health costs. Working with Instrument, we created a consumer experience that made complex health benefit decisions simple and anxiety-free, transforming confusion into clarity at every touchpoint.

Results

The strategic brand reset delivered immediate, measurable impact, delivering proven positioning and a go-to-market playbook that worked, enabling Bind's leadership to scale their internal team with confidence. UnitedHealthcare expanded its ownership stake and subsequently rebranded the company as Surest.