Women play a decisive role in health insurance selection. In our "No One Does More To Keep You Healthy" campaign, women's practical and emotional concerns were integral to the creation of the advertising. Every message demonstrated an active commitment to quality care, focusing on added, unexpected benefits and assuring members of coverage and support in sickness and in health. During the 15 years that Bob Hoffman and his team created Tufts Health Plan’s advertising, the company rose from the #4 brand in the highly competitive New England market to the #2 health insurance plan, second only to Blue Cross/Blue Shield. And research revealed that THP’s awareness and favorability matched or exceeded that of the company’s larger rivals, in spite of a marked disadvantage in advertising spending.