As a public agency serving Orange County, California, CalOptima offers health insurance programs for low-income children, adults, seniors and people with disabilities. Even though it’s the county’s largest health plan, serving 1 in 3 residents, a 2021 public opinion survey showed that nearly 40% of people living in Orange County were unfamiliar with the CalOptima brand. Of those who were, more than 50% were either unsure or misinformed about how the organization serves the health needs of the community. CalOptima needed to boost its brand awareness and perception to better educate the public, optimize its role in providing healthcare access to the community, and help support the organization’s five-year strategic plan.
Maricich Health created a breakthrough brand strategy and campaign. Drawing on key insights and CalOptima’s belief that health is more than medical care, we leaned into their vision of removing barriers to care for members. We rebranded with a new name — CalOptima Health — and a vibrant new logo that represents the organization’s multigenerational, multiethnic and health equity commitments, while addressing social determinants and whole person health. CalOptima Health’s internal culture rallied around the idea that Food is Health, Housing is Health, Mental Well-Being is Health, Senior Care is Health and so much more is health, enabling our “Your Health Is Everything to Us” tagline and multicultural branding campaign to succeed as a perfectly executed embodiment of CalOptima Health’s mission to improve the health of members and community stakeholders.