Antidote Health

The Insight

For years people have accepted that healthcare is confusing, expensive and full of obstacles. Antidote did not try to repair that system. It made coverage and care work together, trusted clinicians to lead treatment and removed the cost barriers that stop people from getting care. The emotional truth was simple. When someone finally delivers practical, obvious solutions, people do not sigh, they celebrate. They say one word: FINALLY. We built the brand around that single human reaction so the product reads obvious the moment you see it

The Idea

Make the human reaction the brand. Say it once, make it stick, and make it work everywhere.

• Name the feeling. FINALLY. reads like relief and a punctuation mark. The word functions as both headline and proposition, so the brand tells its story before any explanation is needed.
• Give it a mnemonic. A small orange “mind-blown” puff dramatizes the epiphany. It reads instantly in motion, audio and static, and scales from a 60-second film to app micro-interactions.
• Make it clear. The promise is simple: “A healthcare experience without obstacles.” Antidote is framed as Insurer, Provider, Innovator so the two-part product reads in one line.

Rather than position Antidote as a critique of the system, we positioned it as its practical successor. The brand narrative celebrates common-sense solutions while giving the product language and visuals that work in mass media and in product UI. The look and governance we designed let partners and product teams use the idea with confidence.

The Impact

Early indicators were strongly positive across creative, media and business measures.

• Attention and engagement. Viewers and listeners showed clear creative engagement with the FINALLY. work across long and short formats, proving the epiphany device reads in both cinematic and snackable forms.

• Scale and efficiency. The launch demonstrated the platform could scale across CTV, DOOH and display while maintaining efficient delivery and reach.

• Search and conversion performance. Search and paid channels performed above initial expectations and benefited from iterative creative and targeting optimizations. Conversions improved as the campaign matured.

• Business alignment. Measurement was built around Brand Lift, NPS and New Enrollments so every creative and media decision connected back to commercial objectives.

These qualitative signals confirm the platform’s creative power and operational readiness. Final, audited performance figures will be shared once the enrollment window concludes.