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.
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
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
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)
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
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)
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
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
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
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
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
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
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
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.