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Strategy Studio®
A Day in the Life of a NeighborhoodHealthfirst – A Case Study in Street Marketing
2Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
Healthfirst is a not-for-profit managed care organization, spon-
sored by some of the most prestigious and nationally recognized
hospitals and medical centers in the New York Tri-State area.
Their mission is to provide high-quality health care coverage to
individuals and families in New York service areas through a
variety of government-sponsored health insurance programs,
including New York State's Child Health Plus, Family Health Plus,
Medicaid, and Medicare Advantage.
Healthfirst – A Case Study in Street Marketing
3Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
What Healthfirst Asked Strategy Studio to Do:
Strategy Studio was selected by Healthfirst’s new Chief Marketing Officer
to refresh the organization’s brand because of our healthcare expertise in
the areas of branding and marketing.
• Understand existing brand and position in the market space
• Refresh brand
- Positioning
- Creative
- Brand implementation
- Web design
- Transit advertising campaign
5Strategy Studio | A Day in the Life of a Neighborhood HealthFirst - A Case Study | Prepared for Magellan Health Services | 28 March 2012 4Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
Healthfirst conducted focus groups to gauge awareness on a
number of factors:
• Members, non-members and lapsed members
- Brand awareness/value
- Decision drivers
- Member experience
- Healthcare reform
• Providers
- Expectations of health plan
- Reasons for inadequate preventative care
- Provider website
Research
5Strategy Studio | A Day in the Life of a Neighborhood HealthFirst - A Case Study | Prepared for Magellan Health Services | 28 March 2012 5Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
A Day in the Life of a Neighborhood
6Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
Community Based Office (CBO)
With several CBOs in the 5
boroughs of NYC, these
offices become the hub of
Healthfirst activities in
the communities they serve.
CBOs are the place to:• Go for support with healthcare benefit concerns
• Meet with representatives
• Attend events
• Gain awareness of the brand
7Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
The Day Begins...
The Healthfirst team plans
and execute tactics for
increasing enrollment.
This team:• Reflects the community they serve
• Is often recruited from the neighborhood
• Bi-lingual (at least) native speaker’s of language
• Always dress professionally
Call center support:• Four languages spoken – English, Spanish, Russian and Chinese
• Customer service focused
8Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
The Community Ambassador
Healthfirst’s Vice Presidient
of External Affairs is a very
visible component of the
organization’s brand and
efforts.
This role is well positioned with:• Healthfirst management and sales force providing leadership and insight into the community
• Business and community leaders
• A hand on the pulse of the community and the city
9Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
The Neighborhood
The Healthfirst market
focus is on the very poor and
low-to-moderate income
residents of New York City.
The neighborhoods where
this population can be found
have a typical make-up of:
• Ethnically diverse • Strong immigrant population
• First and second generation Americans
10 Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
Hospitals
Hospitals provide key
opportunites to interact with
members and potential
members at the point-of-care.
Provide availability for:
• Immediate sign up
• Answer any questions and concerns
• Deal with provider issues
11Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
Provider and Staff
Working with providers
presents an opportunity to
influence their recommen-
dations on health plans. This
relationship can be a mutally
beneficial one for the
provider.
Healthfirst provides:
• Knowledge of effective business practices
• Trouble-shooting for adminstrative and coding issues
• Keen insights into the community and its residents
12Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
Go Where the People Are
Maintaining a street
presence is crucial to build-
ing trust and awareness for
Healthfirst in the community.
Trucks and tables are:• Strategically located near public transportation hubs and shopping areas
• Timed to coincide with public assistance cycles
• Staffed by sales reps ready to sign people up
13Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
Walking the Neighborhood
Sales reps actually visit mem-
bers and potential members
by appointment.
Focused attention on:
• Answering questions
• Assisting with enrollment
14Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing - -
Community Events
Participating and sponsoring
community events helps
build familiarity and trust for
Healthfirst among the popula-
tions they serve.
Typical events include:• Street fairs
• Church activities
• School functions • Health screenings • Cultural events
15Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
Member sign up
All efforts culminate in
creating a pathway to
enrollment.
16Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
Touchpoints Enrollment and On-boarding • Eligibility determination• Timely delivery of ID cards and new member package and provider directories • Welcome call/member orientation
Member Services• Claims and billing• Phone interaction with MSR• Onsite/CBO member service• In-language capabilitiesCare Management
• Perceived value of care management is not always clear, which may affect long-term participation
Member Ongoing Interactions and Ongoing Communications• Process for annual notification and evidence of coverage
• Member correspondence, member newsletters, calendars• Timeliness and ease of use• Provider network disruptions• Communication of coverage changes, including OTC card benefits
Network Access and Patient Appointments • Ease of identifying in-network doctor and inpatient/outpatient facility • Ease of making appointments within a reasonable time • Transportation scheduling
Pre-Enrollment • Awareness of CBO existence and events• Community presence and outreach events• Sales force effort• Communications and word-of- mouth (WOM)• Multi lingual capabilities Provider Interactions
• Courtesy, helpfulness of office staff• Ease of check-in, ID card working• Ease of making co-payments• Wait time to see provider• Clinical atmosphere• Prescription medications and formulary; generics substitution • Courtesy and respectfulness of provider• Instructions for follow-up care
17Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
Key Takeaways
• More than healthcare benefits
• High-touch approach is foundation for all marketing
• Community: based, present and engaged
• Know where your members and non-members are - go to them
• Respect your audience
• Speak their language
• Make it as easy as possible
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Thank you.