Developing a direct-to-consumer (DTC) marketing strategy and action plan for a healthcare insurance companyEquiBrand2023-10-31T00:21:02-07:00
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