Baxter, OH, OH and GoGirl
-
Upload
consulting-independently-while-seeking-new-leadership-position -
Category
Documents
-
view
94 -
download
0
Transcript of Baxter, OH, OH and GoGirl
Baxter – repositioning to ignite a brandPhysician and patient target
OptumHealth – awareness campaignC-level executives and benefit administrators
GoGirl – creating a new health & wellness brandActive, health-conscious women
OptumHealth – increasing impact through targeted messagingHealth-benefit users
Case studies
Awareness campaignOpportunities to position OptumHealth Financial Services as an expert in financial health products and complementing benefit packages were explored through a broad scope “awareness” campaign aimed to create comfort around the OHFS brand and to make adoption of OHFS products easy.
Who?Our audience was
Primary: C-level executives (CFOs)Secondary: HR Leaders, benefit managers, health brokers & advisors
and TPAs
When & where?We knew our target would be most interested in engaging in areas where they would be perceived as “big by association”
&where we would coincide with timing of their open enrollment strategy
Knowing that our audience was financially accountable, often charged with managing risk and needed to be perceived by their teams as making employee-conscious decisions about benefits and perks, we developed a campaign around health
+ wealth benefits.
Key Idea: OHFS works in harmony with health care to create a simpler, more cost-effective system
Executional examples
Print ads
Online and outdoor media
Increasing impact through targeted messagingHealthcare Spending Accounts (HSAs)* have grown in importance for both companies and consumers. Yet many consumers don’t fully understand the benefits of an HSA and subsequently fail to adequately fund them
*A health savings account (HSA) is a tax-advantaged medical savings account available to taxpayers in the US who are enrolled in a High Deductable Health Plan (HDHP). The funds contributed to the account are not subject to federal income tax at the time of deposit. Source: Wikipedia
Our challenge was to increase OptumHealth HSA deposits, with
special emphasis on customers who have not made any contributions to
their HSAs and those aged 55+
Key to increasing deposits: understanding HSAs serve different roles for different peopleIn reviewing the research, we discovered that HSAs are actually fulfilling different needs for different customers. For example, some customers see their HSA as an investment and prefer to let their HSA grow. While others see HSAs as a bank account that they can draw on to pay for medical expenses as they occur.
Segmentation drives unique OptumHealth HSA messagingSegmentation was based on account-holders’ financial planning horizon and their use of health Care. We were able to connect these drivers to actual account usage and place each of OptumHealth’s account holders in one of the following four groups:
Light Users of Health Care
Heavy Users of Health Care
Short Term Planning Perspective
Long Term Planning Perspective
• Messaging: Convenience of debit card and online tools
• HSA behavior: Lower balance, high transaction frequency
• Messaging: Portability, no “use it or lose it”
• HSA Behavior: Lower balance, low transaction frequency
• Messaging: Tax benefits, ability to use as an investment vehicle
• HSA Behavior: Higher balance, low transaction frequency
• Messaging: Health expense management tool
• HSA behavior: Higher balance, high transaction frequency
Put it on my Card! Priority, Health
Footloose Planners
Postcard and email campaign brings the strategy to life with targeted messaging to
key segments
Repositioning to reignite adoptionChallenge: Baxter commands dominant share in the peritoneal dialysis category in the US. But less than 8% of all dialysis patients use this therapy – the vast majority go to centers for hemodialysis. Care teams have come to see hemodialysis as the default therapy and have set up their practices around the hemodialysis model
This is primarily a category sell. But Baxter is still important. The brand plays a role by promising to help and support care teams who adopt the therapy
More than communications needed to drive adoption
Our job was to overcome barriers to adoption and reignite growth of peritoneal dialysis with professionals
We leveraged a model for the adoption of systems technology, the UTAUT model, to understand key barriers and identify the levers we would need to pull to drive adoption
Influencing the influencersWe needed to balance the professionals’ interest in personal benefits vs. their interest in patient benefits
What they want for themselves
What they want for their patients
•Risk avoidance•Business advantages•Improved profitability•Therapy confidence•Healthcare system control•Product reliability•Strong support•Satisfied patients
•Better quality of life•Live longer•Positive clinical results•Feel good
Messaging will shift based on
audience
Universal messaging
Key Idea: Transformation
Qualitative positioning research provided us with a strong platform
for communications with nephrologists and nurses
Baxter’s Home is transforming dialysis from
disease treatment to patient wellbeing through the support Baxter offers and the opportunities that
Home offers both professionals and patients
We developed an aggressive, integrated marketing plan to bring the positioning to life. Marketing efforts included not only communications, but also brand actions designed to overcome key barriers
The above collateral piece explains the impact that recent CMS changes will have on nephrology practices and how increasing the percentage of
patients on peritoneal dialysis can improve the health of practices
This sales presentation awakens doctors to the changing environment
and shows how Baxter can help
Campaign launched late 2009/2010. Branded direct to physician, direct to patient world class website communities
homebybaxter.com
livenow.info
To engage patients directly and help them understand the PD option, RMG worked intensively with Baxter to develop a branded consumer movement called Live Now.
The name connotes optimism and energy, and the warm, upbeat color palette and active design elements reinforce the message.
The brand soft-launched in October 2010 and complements the physician-targeted effort, Home by Baxter.
Brand strategy, name, visual identity, websiteand supporting communications were created
Creating a new health & wellness brandChallenge: F.U.D. Or feminine urinary device. How do you introduce and generate widespread acceptance and adoption of this handy little device that lets ladies pee while standing up?
20
The brand name, visual identity and packaging needed to make women feel comfortable yet intrigued when they first encounter the product
The brand personality is active, cheeky and very “girl” (and by “girl” we mean
empowered, fabulous woman)
Situation
This strategy played out in our launch media. We handed out product, and had a presence at places women had difficulty finding bathrooms or places with less than sanitary facilities (stadiums, outdoor concerts, etc.)
Remind women of the times and places they could have really used GoGirl
Strategy
Social media outreach to online communities focused on travel, outdoors, and active/germ-conscience women
Search engine optimization, organic and sponsored, on Google and Yahoo!
iPhone for use by participants to Blog, Twitter, Facebook, YouTube, Flickr, etc., to keep conversations going about the lifestyles GoGirl helps them live
Exceeded launch sales goalsInventory that was supposed to last six month was exhausted in two and a half months. GoGirl is currently #1 on Google and Yahoo for related product searches
Results