Developing a direct-to-consumer (DTC) marketing strategy and action plan for a healthcare insurance company

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

Situation assessment across customers, company and competitors (3 C’s), including exploratory research to understand needs and brand perceptions

Brand architecture development, including customer framework, new sub-brand creation, naming and identity

Consumer-centric strategy development, inclusive of value proposition, positioning, brand portfolio & extensions and communication plan

Quantitative validation of brand strategy, plan and executional details

Solidified consumer-driven growth strategy and action plan, including expanded value proposition and repositioning

Comprehensive brand architecture, directing the strategic and relational structure of all brands and sub-brands within the portfolio plus 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 differentiation