Alignment Healthcare Taps Doner as Brand Agency of Record

Today, Alignment Healthcare, a leading mission-based Medicare Advantage insurance company, announced it has named advertising agency Doner as its agency of record following a competitive review. Alignment Healthcare provides customised health insurance plans to seniors in select markets across California, Nevada, North Carolina and (beginning Jan. 1st, 2022) Arizona, through its Medicare Advantage plans. The California-based business will be led out of Doner’s Los Angeles office.

“At Alignment Healthcare, we strive to put seniors first in anything and everything we do, treating them as if they were our own parent,” said John Kao, founder and CEO, Alignment Healthcare. “This new partnership marks an investment in our brand’s growth, and we are looking forward to Doner’s strategic acumen and data-driven creativity to help us further highlight Alignment’s long-standing heritage of serving seniors across the country.”

Doner’s LA office will manage creative duties for Alignment Healthcare, including a brand relaunch. Doner has already led research and helped refine the brand’s in-market campaigns, including a series of TV spots that debuted in tandem with the Medicare annual enrolment period. The first creative campaign born out of this partnership will feature digital advertising, social, regional TV, direct mail, and out-of-home (OOH) advertising.

“Alignment Healthcare is truly an innovation company, and its mission to transform senior health care is one we greatly respect and will help support through our own innovative ideas,” said David DeMuth, CEO, Doner. “The entire Doner team is excited about this partnership and we look forward to putting our health and wellness, data-driven research and acquisition expertise to work for Alignment Healthcare.” 

Doner’s new Alignment Healthcare brand campaign will debut in early 2022.