UPMC Health Plan had just a sliver of market share when Chemistry became their agency. In fact, most people thought of UPMC as strictly a hospital system and not a health insurer. But we had a plan to change all of that. The “Here’s the Plan” campaign repositioned the brand as a premier health insurer with access to world-class doctors and hospitals, an award-winning concierge service, and much more. We ran TV commercials, wrapped buses, designed retail stores and developed online shopping tools to help our client become the market leader. All part of the plan.