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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A memorable experience

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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

Welcome to virtuwell

http://www.virtuwell.com/video

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