Brand Archetypes: Healthcare Payer Edition

When I meet with a new client, one of the first parts of the immersion process is diving into their brand personality and archetype. 

I'll share a brief archetype quiz, they click on the click, and laugh because there's an archetype called "The Caregiver." What else would they need to look at? 

Think again! There are 12 brand archetypes, each with their own unique set of traits, goals, and examples. 

I interpreted and sifted through all of the brand archetypes and adapted them to the healthcare world. Which one fits your brand the best? 

Also, the best outcomes mean combining two or more together. Be sure to share your results/thoughts with me here or on LinkedIn. 

1. The Caregiver

Payer Translation: Member advocacy and whole-person support

Description
Positions the plan as a protector—helping members navigate benefits, care, and life challenges.

Goal
To make members feel supported, understood, and not alone.

Traits
Empathetic · Patient · Supportive · Human

Strengths

• Strong retention and satisfaction

• Resonates with seniors, duals, and caregivers

• Improves engagement and adherence

Weaknesses

• Can feel expensive or inefficient

• May struggle to prove ROI internally

Best Fit
Medicare Advantage, Medicaid, SNPs, long-term care plans

Examples

• Kaiser Permanente (member experience)

• SCAN Health Plan

• CareSource

2. The Sage

Payer Translation: Data-driven authority and clinical intelligence

Description
Leads with evidence, analytics, and policy expertise.

Goal
To be the most informed and trusted decision-maker.

Traits
Analytical · Credible · Insightful · Evidence-based

Strengths

• Strong with employers and regulators

• Excellent for population health and risk

Weaknesses

• Can feel cold to members

• High cognitive load in messaging

Best Fit
National plans, value-based care models, analytics-heavy orgs

Examples

• UnitedHealthcare

• Elevance Health

• Humana

3. The Hero

Payer Translation: Improving outcomes at scale

Description
Frames the payer as actively fighting rising costs, chronic disease, or inequity.

Goal
To deliver measurable impact.

Traits
Bold · Confident · Mission-driven · Results-oriented

Strengths

• Clear performance narrative

• Strong for employer and investor audiences

Weaknesses

• Risk of overclaiming

• Can feel impersonal

Best Fit
Value-based payers, innovative MA plans

Examples

• Humana (outcomes storytelling)

• Centene (population health initiatives)

4. The Everyperson

Payer Translation: Simple, affordable, understandable coverage

Description
Positions the plan as easy to join, easy to use, and fair.

Goal
To belong and be accessible to all.

Traits
Friendly · Clear · Practical · Inclusive

Strengths

• Strong enrollment performance

• Works well in ACA marketplaces

Weaknesses

• Hard to differentiate

• Can feel “commodity-like”

Best Fit
ACA plans, employer MEC plans, regional insurers

Examples

• Oscar Health

• Ambetter

• Molina Healthcare

5. The Explorer

Payer Translation: Reinventing how insurance works

Description
Actively experiments with new care models, benefits, and engagement strategies.

Goal
To find better ways to deliver coverage and care.

Traits
Innovative · Curious · Progressive · Agile

Strengths

• Signals modernization

• Attracts younger members and employers

Weaknesses

• Can raise trust concerns

• Risk of inconsistent experiences

Best Fit
Digital-first plans, new market entrants

Examples

• Clover Health (early positioning)

• Bright Health (early vision)

6. The Innocent

Payer Translation: Peace of mind and safety

Description
Focuses on predictability, protection, and reassurance.

Goal
To reduce anxiety around coverage and costs.

Traits
Reassuring · Honest · Calm · Stable

Strengths

• Appeals to seniors and families

• Builds long-term trust

Weaknesses

• Can feel outdated

• Limited innovation story

Best Fit
Medicare Supplement, legacy regional plans

Examples

• Blue Cross Blue Shield 

• AARP Medicare Supplement

7. The Creator

Payer Translation: Designing better benefit experiences

Description
Focuses on crafting intuitive plans, tools, and digital experiences.

Goal
To make coverage feel thoughtfully designed.

Traits
Visionary · Human-centered · UX-driven

Strengths

• Strong differentiation through experience

• Improves digital engagement

Weaknesses

• Can prioritize design over clarity

• Higher execution costs

Best Fit
Consumer-centric plans, benefits platforms

Examples

• Oscar Health 

• Included Health 

8. The Ruler

Payer Translation: Stability, governance, and scale

Description
Projects authority, reliability, and institutional leadership.

Goal
To lead and standardize healthcare delivery.

Traits
Authoritative · Structured · Confident · Established

Strengths

• Trusted by employers and regulators

• Strong negotiating power

Weaknesses

• Can feel bureaucratic

• Low emotional connection

Best Fit
Large national payers, TPAs

Examples

• UnitedHealth Group

• Cigna

• Aetna

9. The Magician

Payer Translation: Transforming health and costs through innovation

Description
Promises better outcomes and lower costs via technology and integration.

Goal
To turn complexity into simplicity and value.

Traits
Visionary · Transformative · Strategic

Strengths

• Compelling innovation narrative

• Strong for investors and partners

Weaknesses

• Requires proof

• Can trigger skepticism

Best Fit
AI-enabled payers, advanced VBC models

Examples

• Devoted Health

• Alignment Healthcare

10. The Rebel

Payer Translation: Challenging traditional insurance norms

Description
Positions the payer against opaque pricing and poor member experiences.

Goal
To disrupt and reform the system.

Traits
Bold · Transparent · Consumer-first · Challenger

Strengths

• Clear differentiation

• Strong earned media

Weaknesses

• Regulatory friction

• Trust gap with older populations

Best Fit
DTC insurance, pricing-transparent plans

Examples

• Oscar Health (early voice)

• Sidecar Health

11. The Lover

Payer Translation: Deep personalization and member relationships

Description
Centers dignity, personalization, and emotional connection.

Goal
To be the plan members feel chosen, not stuck with.

Traits
Personal · Compassionate · Attentive

Strengths

• High loyalty and advocacy

• Strong experience metrics

Weaknesses

• Hard to scale

• Operationally intensive

Best Fit
Specialty populations, concierge MA plans

Examples

• Devoted Health

• CareMore Health

12. The Jester

Payer Translation: Making insurance less intimidating

Description
Uses plain language and lightness to cut through confusion.

Goal
To reduce fear and friction.

Traits
Approachable · Plain-spoken · Human

Strengths

• Strong engagement

• Excellent for education

Weaknesses

• Not appropriate for all audiences

• Risk of trivializing coverage

Best Fit
Younger members, education campaigns

Examples

• Lemonade Health

• Oscar

Parting Thoughts

Knowing your brand archetype can help to drive your member engagement strategy as well as your marketing strategy. Make sure you take the time to sit with your team and see which one(s) best represent your company, and why.

Not sure which work best for your company? Feel free to comment or use the Contact form, and I can walk you through this personally.