Project Description

Direct-to-consumer (DTC) marketing strategy and action plan

A healthcare insurance provider was undergoing transformational change, including an industry shift toward direct-to-consumer (DTC) marketing.

Adopting this new DTC marketing strategy required completely rethinking the company’s approach to marketing, including a new consumer-centric, go-to-market approach.

Internal strategy sessions, concept development, and consumer research were conducted in preparing the comprehensive DTC strategy and plan.


  • 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

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