Walk a Mile in My Shoes
As an industry, healthcare had experienced a marketplace shift brought on, in part, by the Affordable Care Act (ACA) of 2010. As a result, this prompted the need for a prominent health insurer to recalibrate its customer-minded strategies to create more reciprocal relationships with minority customers. Among their vast customer base, Latinos are a critical, growing, underinsured population that deserves to be understood both from a cultural and community-driven perspective.
This insurer entrusted Gongos’ insight curation practice, Arti|fact, to create an immersive experience at their corporate headquarters to enable key executives and decision makers to “walk in the shoes” of Latino families. Instead of presenting the research insights and subsequent marketing and business implications within the staid walls of a boardroom, they leveraged the senses of sight, sound, and touch, to empower their stakeholders to truly understand—and empathize with— this growing population. In place of an 80+-page report, the research findings came to life inside of an 800+-square-foot space.