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CHRISTUS Health Plan | Steel Advertising
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Making a name and taking enrollments

When CHRISTUS Health Plan entered a new market in Texas, they were gaining very little traction. They turned to Steel Branding to build the kind of brand preference that would build enrollments. Our comprehensive approach helped CHRISTUS Health Plan increase its market share 10% within the first year.

Our assignment

The CHRISTUS Spohn name was well-known in South Texas as a major hospital system, but there was very little awareness of its new hospital-sponsored Medicaid/CHIP plan, CHRISTUS Health Plan. With a short runway leading to the open enrollment period, we needed to reintroduce CHRISTUS Health Plan to area residents as the best health plan for their family’s needs.


CHRISTUS Health Plan



Increase in market share

Here’s how we did it

Steel Branding developed and executed an aggressive launch campaign, To Families, With Love, targeting low-income, CHIP, and Medicaid residents in the Nueces Service Area. The campaign consisted of three major “gifts” to the community, and each one had an event that tied wellness education to fun activities for the whole family. Plus, we created “Cuddles”, CHRISTUS Health Plan’s purple bear mascot, to interact with the community. We employed integrated:

  • Advertising
  • Public Relations
  • In-network Marketing
  • Provider Relations
  • Grassroots Outreach
  • Extensive Media Relations



In one year, Steel Branding’s marketing activities helped CHRISTUS Health Plan increase its market share by 10% and win the “Best of the Best” award by the readers of the Corpus Christi Caller-Times. I guess you could say we won a lot of hearts.