Oscar has been focused on individual buyers since its inception in 2012. At the time of the company’s founding, the Affordable Care Act had just shifted purchasing power from employers to individuals, allowing them to shop the insurance market rather than simply accepting company benefits, Prestano said.
Going forward, however, Oscar executives may need to split their focus to advertise Lucie separately from Oscar’s flagship insurance offering. The market for Lucie as a user tool has the potential to be much wider than Oscar Insurance’s customer base, and it remains to be seen whether the marketing will take a broader, retail-style approach or stick with the story-driven work that has defined the Oscar brand so far.
