Project Description

Healthcare Insurance Provider — Marketing Consulting Case

Developing a consumer-centric growth strategy and action plan including integrated brand and marketing concepts

Challenge

  • Healthcare insurance provider’s dental division undergoing transformational change, due to healthcare reform and other factors
  • Complex marketing, sales and business development approach (e.g., providers/dentists, patients, employers, captive agents and brokers)
  • Organization historically sales-driven, requiring shift to be marketing- and consumer-driven
  • Consumer-driven strategy, plan and marketing concepts in support of strategy overhaul

Action

  • Situation assessment across customers, company and competitors (3 C’s), including exploratory research understand needs and brand perceptions
  • Brand architecture development, including customer framework, new sub-brand creation, naming and identity
  • Consumer-centric strategy development, including value proposition, positioning, brand portfolio & extensions and communication plan
  • Quantitative validation of brand strategy, plan and executional details

Result

  • Solidified consumer-driven growth strategy and action plan, including expanded value proposition and repositioning
  • Comprehensive brand architecture, including the strategic and relational structure of all brands and sub-brands within the portfolio with supporting detail (brand architecture principles and naming decision tree)
  • Improved marketing efficiency and effectiveness, realigning mass media and messaging to be more targeted
  • New offline and online marketing campaign proving stronger relevance and differentiationNew offline and online marketing campaign proving stronger relevance and differentiation

Learn more

Contact EquiBrand for more information about our strategic marketing consulting, branding consulting or innovation consulting services.