Global Health — Medicare Advantage

Challenge

Medicare Advantage is one of the most competitive, fast-moving, and tightly regulated categories in healthcare — and standing out is hard. Global Health needed to break through in two very different U.S. footprints: its Texas operations and its Oklahoma flagship. The brand had to connect with Latino communities in language and in culture, distilling a complex benefit story into something that actually resonated.

Insight

Through data and analysis, the team found that a brand narrative built on values-based identification — not just a grid of benefits — could create a deeper connection with Latino audiences. The unlock wasn't translating coverage details; it was reflecting the community's values and sense of identity, then letting the benefits prove the promise.

Strategy

Bring Cognate's touch to the heartland. The team targeted Latino populations across Texas and Oklahoma with culturally relevant messaging that paired benefit clarity with values alignment — and built a distinct, ownable brand presence (including the 'Texas Lonestar' Medicare Advantage identity) in a crowded category.

Solution

A full brand-and-acquisition system, built bilingually for two markets:

• Developed the brand look and feel from the ground up.
• Built product websites and copy platforms.
• Produced both general-market and Hispanic-targeted acquisition campaigns.
• Created dedicated work for the Texas operations and the Oklahoma flagship.
• Collaborated alongside Global Health's direct agency.
• Delivered the full program within a three-month window.

Execution

Creative ran in English and Spanish across multiple formats — horizontal, vertical, and benefits-focused key visuals — plus 30-second radio spots in both languages and video for branding and acquisition. The 'Texas Lonestar' platform gave the Texas market a bold, culturally rooted voice ("We're big in Law & Order"), while a parallel system carried the Oklahoma flagship.