It’s rare to see health insurance marketing collateral tout such offhand sentiments as, “Life can be crazy unpredictable, and freak accidents do happen.” But Anthem Blue Cross Blue Shield (owned by WellPoint) recognized the opportunity to serve the young adult market and launched Tonik, a health insurance plan aimed at uninsured Millennials. Tonik, offered in California, Colorado, Nevada and Georgia, has three levels– thrill-seeker, part-time daredevil and calculated risk-taker.
Tonik uses edgy and modern marketing to reach its target consumers. For example, carrier websites display bold colors and shadow outlines of young twenty-somethings, an image that recalls iconic iPod commercials. The consumer is shown pictures of active young adults listening to music or snowboarding. These images help connect Tonik with the idea of freedom, because the Millennial consumers are freed from traditional high-cost insurance.
Going deeper than the marketing approach, the consumer experience is also designed for Millennials, with an online application that takes just 15-20 minutes to complete and monthly rates as low as $60-80 per month. The comprehensive plans offer, “Health insurance for your body, eyes, teeth. You know, the important stuff.” Chris Mihm, Co-Founder of Medicoverage.com discusses the history of Tonik’s development:
Date: August 7, 2013