CareSource | Getting to the Heart of the Mission
CareSource is a nationally recognized managed care organization that provides Medicaid, Marketplace, and Medicare Advantage plans to more than 2 million members nationwide. With more than 450,000 beneficiaries in Georgia, CareSource is committed to improving the well-being of its members by addressing the social determinants of health. Dalton Agency partners with CareSource Georgia to deliver comprehensive advertising, public relations, video production, social media, and paid media services. As an ACD/Copywriter at Dalton, I spearheaded creative development for the “Whole Health of Georgia” campaign for CareSource, targeting members, prospective members, lawmakers, and key influencers.
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CareSource is one of three health plans authorized to offer Medicaid managed care in Georgia. The state periodically issues a Request for Proposal (RFP), allowing both current and prospective insurers vie for the Medicaid managed care contract. As an incumbent, CareSource needed to showcase its effectiveness in expanding care access, lowering costs, fostering community partnerships, and improving member outcomes. Our challenge was to create a campaign that appealed not only to lawmakers and influencers but also Medicaid-eligible residents who have the freedom to choose CareSource as their health plan.
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Our theme, “Caring for the Whole Health of Georgia,” highlights CareSource’s mission-driven approach. As the state’s only nonprofit managed care organization, CareSource focuses on serving the whole health of its members ahead of shareholders. The campaign’s visual identity combined authentic, patient-centric imagery with the purple brand palette and state outline of Georgia. By delivering a suite of print ads, broadcast spots, out-of-home placements, sports sponsorships and other campaign materials, we highlighted the innovative programs that are helping to improve quality of care and boost self-sufficiency for members throughout the state.
The Result: Our creative efforts not only elevated CareSource’s visibility but also supported a 10X increase in voluntary health plan enrollment, helping CareSource achieve a 49% increase in market share.
