When IMS Health introduced a high-deductible health plan (HDHP), they knew that the key to reaching their ultimate enrollment goal was making sure employees understood how this type of medical plan worked and whether it was the right plan for them. With IMS' focus on educating employees about this fairly new medical plan, context was initially hired to ensure the plan features were accurately and clearly outlined in IMS' enrollment materials. Because of our experience communicating about consumer choice health plans, we also worked with IMS to develop a marketing video and online enrollment profiles. These “people like me” stories used the concept of social norms and peer-to-peer credibility to convey in a simple way how an HDHP works and to help employees choose their plan. IMS hit their mark, earning “rave reviews” on the profiles and video tour. They were extremely pleased with the outcome of the project, as they achieved a 4% enrollment rate in their consumer choice HSA plan, meeting their year-one goal of a 3%–5% enrollment rate. They continue to use these people profiles to bring medical plan choices to life.