Post on 22-May-2015
transcript
Three secrets to success
Shannon Beaudin Klein, VP Marketing & Communications
Laura Linn, Interim Director Care Delivery Marketing
May 30, 2013
Medical and dental insurance to 1.4 million members Five hospitals HealthPartners + Park Nicollet Clinics, now 50 primary care clinics Specialty, urgent care and dental locations
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OPPORTUNITY
WHY HEALTH CARE ONLINE?
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84% Percent of U.S. adults online
Have tried to figure out a medical condition online
59%
35%
Have looked online for health information in the last year
Forrester 2012, Pew Internet 2013
Staying true to a brand Leveraging the right channels Measuring for now and the future
Copyright © 2009 by HealthPartners
How can virtuwell’s story help you?
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Copyright © 2009 by HealthPartners
1) Staying true to a brand
STAYING TRUE TO A BRAND
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Building the foundation Research is the foundation
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Identified consumer need
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Meet Alicia
“My husband and I have no time to get sick..”
virtuwell brand personality
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A personality shines through
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REGISTRATION
GUARANTEE
At every level
The Care Delivery Manager knows virtuwell inside and out – for real. This stellar person is responsible for ensuring heart-stirring consumer experiences, boosting the employee experience, enhancing clinical outcomes, simplifying operations and growing the business.
CUSTOMERS PATIENTS =
This is the Kevin you meet
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This is the Kevin we know
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Copyright © 2009 by HealthPartners
1) Staying true to a brand
LEVERAGING THE RIGHT CHANNELS
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Campaign
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Campaign
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Campaign
Soft launch
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Campaign
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Copyright © 2009 by HealthPartners
Leveraging the right channels
virtuwell
Consumers
Employees
Employers
Other
Care referral sources
Parent company
Co-Brands/ Sub-Brands
Masterbrand
Endorsed
Freestanding
Corporate Brand Dominant
Mixed Brands
Individual Brand Dominant
Brand Architecture
• Dominant Master brand to identify all products/services and descriptors.
• Co-brand/sub-brand strategically leverages association with dominant Masterbrand
• Driver brand has endorsement from strong corporate brand
• Brand stands alone with little or no connection to corporate brand
Corporate Brand Dominant
Mixed Brands
Individual Brand Dominant
Brand link pros
Potential concerns
Employees
“My neighbors love this – I’m so proud to work here and know that we are changing health care for the better.”
virtuwell
Consumers
Employees
Employers
Other
Care referral sources
Parent company
Clinics and hospitals
virtuwell
Consumers
Employees
Employers
Other
Care referral sources
Parent company
Employers
virtuwell
Consumers
Employees
Employers
Other
Care referral sources
Parent company
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The challenge with channels
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Copyright © 2009 by HealthPartners
1) Staying true to a brand
MEASURE FOR NOW & FOR THE FUTURE
Confirm what you knew
• As brand grows, does it align with research? – Alicia is our top user,
female in 30’s – Conditions are the ones
that consumers can often recognize based on past experience – sinus infections, bladder infections and pink eye
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Put the intake methods in place
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Customer satisfaction
YES • Simple to use 99% • Address the reason you came 99% • Confidence and trust in care 98% • Experience worth the cost 96% • Highly recommend to family/friends 98%
Build a model
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3 Secrets cheat sheet
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Stay true to the brand Do your research Align around the personality Find your audience / persona
Leverage the right channels Identify every channel Consider the pros and cons Look at investment versus return
Measure for now and the future Confirm what you knew Put the intake methods in place Build the model to prove your effectiveness
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Thank your partners
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Don’t forget to surprise them
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http://www.youtube.com/watch?v=4Krky4i6Xk8&feature=player_embedded
Thank you
Shannon Beaudin Klein, VP Marketing & Communications
Laura Linn, Interim Director Care Delivery Marketing
May 30, 2013