HM Insurance Group Combats Commoditization With New Brand Position And Website

HM Insurance Group, a subsidiary of Highmark Inc. is one of America’s top Stop Loss and Managed Care Reinsurance carriers. In recent years, HM’s customer base has consolidated and their buying power has grown. To continue growing profitably, HM recognized the need for a new brand position and website.

For Elliance, the challenge became how to quickly distinguish what “Quality” means for customers tempted to commoditize what HM brings to the table. This meant shifting the emphasis of HM’s value proposition away from its insurance products and onto its people.

Their new brand position, “Guarding Financial Health” communicates the higher purpose of their service…

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