A case study in Street Marketing

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A Day in the Life of a NeighborhoodHealthfirst – A Case Study in Street Marketing

2Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing

Healthfirst is a not-for-profit managed care organization, spon-

sored by some of the most prestigious and nationally recognized

hospitals and medical centers in the New York Tri-State area.

Their mission is to provide high-quality health care coverage to

individuals and families in New York service areas through a

variety of government-sponsored health insurance programs,

including New York State's Child Health Plus, Family Health Plus,

Medicaid, and Medicare Advantage.

Healthfirst – A Case Study in Street Marketing


What Healthfirst Asked Strategy Studio to Do:

Strategy Studio was selected by Healthfirst’s new Chief Marketing Officer

to refresh the organization’s brand because of our healthcare expertise in

the areas of branding and marketing.

• Understand existing brand and position in the market space

• Refresh brand

- Positioning

- Creative

- Brand implementation

- Web design

- Transit advertising campaign

5Strategy Studio | A Day in the Life of a Neighborhood HealthFirst - A Case Study | Prepared for Magellan Health Services | 28 March 2012 4Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing

Healthfirst conducted focus groups to gauge awareness on a

number of factors:

• Members, non-members and lapsed members

- Brand awareness/value

- Decision drivers

- Member experience

- Healthcare reform

• Providers

- Expectations of health plan

- Reasons for inadequate preventative care

- Provider website

Research

5Strategy Studio | A Day in the Life of a Neighborhood HealthFirst - A Case Study | Prepared for Magellan Health Services | 28 March 2012 5Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing

A Day in the Life of a Neighborhood


Community Based Office (CBO)

With several CBOs in the 5

boroughs of NYC, these

offices become the hub of

Healthfirst activities in

the communities they serve.

CBOs are the place to:• Go for support with healthcare benefit concerns

• Meet with representatives

• Attend events

• Gain awareness of the brand


The Day Begins...

The Healthfirst team plans

and execute tactics for

increasing enrollment.

This team:• Reflects the community they serve

• Is often recruited from the neighborhood

• Bi-lingual (at least) native speaker’s of language

• Always dress professionally

Call center support:• Four languages spoken – English, Spanish, Russian and Chinese

• Customer service focused


The Community Ambassador

Healthfirst’s Vice Presidient

of External Affairs is a very

visible component of the

organization’s brand and

efforts.

This role is well positioned with:• Healthfirst management and sales force providing leadership and insight into the community

• Business and community leaders

• A hand on the pulse of the community and the city


The Neighborhood

The Healthfirst market

focus is on the very poor and

low-to-moderate income

residents of New York City.

The neighborhoods where

this population can be found

have a typical make-up of:

• Ethnically diverse • Strong immigrant population

• First and second generation Americans

10 Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing

Hospitals

Hospitals provide key

opportunites to interact with

members and potential

members at the point-of-care.

Provide availability for:

• Immediate sign up

• Answer any questions and concerns

• Deal with provider issues


Provider and Staff

Working with providers

presents an opportunity to

influence their recommen-

dations on health plans. This

relationship can be a mutally

beneficial one for the

provider.

Healthfirst provides:

• Knowledge of effective business practices

• Trouble-shooting for adminstrative and coding issues

• Keen insights into the community and its residents


Go Where the People Are

Maintaining a street

presence is crucial to build-

ing trust and awareness for

Healthfirst in the community.

Trucks and tables are:• Strategically located near public transportation hubs and shopping areas

• Timed to coincide with public assistance cycles

• Staffed by sales reps ready to sign people up


Walking the Neighborhood

Sales reps actually visit mem-

bers and potential members

by appointment.

Focused attention on:

• Answering questions

• Assisting with enrollment

14Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing - -

Community Events

Participating and sponsoring

community events helps

build familiarity and trust for

Healthfirst among the popula-

tions they serve.

Typical events include:• Street fairs

• Church activities

• School functions • Health screenings • Cultural events


Member sign up

All efforts culminate in

creating a pathway to

enrollment.


Touchpoints Enrollment and On-boarding • Eligibility determination• Timely delivery of ID cards and new member package and provider directories • Welcome call/member orientation

Member Services• Claims and billing• Phone interaction with MSR• Onsite/CBO member service• In-language capabilitiesCare Management

• Perceived value of care management is not always clear, which may affect long-term participation

Member Ongoing Interactions and Ongoing Communications• Process for annual notification and evidence of coverage

• Member correspondence, member newsletters, calendars• Timeliness and ease of use• Provider network disruptions• Communication of coverage changes, including OTC card benefits

Network Access and Patient Appointments • Ease of identifying in-network doctor and inpatient/outpatient facility • Ease of making appointments within a reasonable time • Transportation scheduling

Pre-Enrollment • Awareness of CBO existence and events• Community presence and outreach events• Sales force effort• Communications and word-of- mouth (WOM)• Multi lingual capabilities Provider Interactions

• Courtesy, helpfulness of office staff• Ease of check-in, ID card working• Ease of making co-payments• Wait time to see provider• Clinical atmosphere• Prescription medications and formulary; generics substitution • Courtesy and respectfulness of provider• Instructions for follow-up care


Key Takeaways

• More than healthcare benefits

• High-touch approach is foundation for all marketing

• Community: based, present and engaged

• Know where your members and non-members are - go to them

• Respect your audience

• Speak their language

• Make it as easy as possible

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A case study in Street Marketing

Economy & Finance

Transcript of A case study in Street Marketing