Value-Based Healthcare Provider

Work

The challenge.

Our healthcare client had a dilemma. No longer did they want to be thought of as just a health insurer, but instead as a health partner that was fully vested in the overall outcomes regarding the health of its members, in particular, seniors.

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Approach

The demand for convenience and lower costs requires healthcare providers to compete for customer loyalty, just like any other retail industry, such as fashion or banking. So how do you talk to an audience that has become skeptical of the healthcare industry and increasingly frustrated with their experience, which includes both the doctors and the insurance plan?

One thing we knew about seniors, and people in general, is that they don’t like changing their insurance plan or their doctor. For some it’s the paperwork. For others, it’s not wanting to lose the familiarity they have with their doctor. Even if they acknowledged they were in a less than satisfactory relationship at the moment, it was still easier for them to stay put than to make the leap to the unknown. So if we were going to change perception and, more importantly, get people to change doctors and plans, we would have to make a strong case by helping them at every step in the customer journey.

We devised a campaign that would not only speak to an individual’s frustrations, but at the same time give them hope that there was a better model that would produce a better outcome. It wasn’t about telling them we could cure what ails them, but convincing them there was a better way. A model that’s goal was to keep people healthy 365 days a year so they could live the life they want, and not just be treated when they were sick. In “Healthcare for the best years of your life” we were telling seniors your best years aren’t behind you, but instead, still ahead of you. So you want to be as healthy and in as good as shape as possible to ensure you can experience all that life holds and do the things you love to do. After all, isn’t that what being healthy is all about?

Approach

The demand for convenience and lower costs requires healthcare providers to compete for customer loyalty, just like any other retail industry, such as fashion or banking. So how do you talk to an audience that has become skeptical of the healthcare industry and increasingly frustrated with their experience, which includes both the doctors and the insurance plan?

One thing we knew about seniors, and people in general, is that they don’t like changing their insurance plan or their doctor. For some it’s the paperwork. For others, it’s not wanting to lose the familiarity they have with their doctor. Even if they acknowledged they were in a less than satisfactory relationship at the moment, it was still easier for them to stay put than to make the leap to the unknown. So if we were going to change perception and, more importantly, get people to change doctors and plans, we would have to make a strong case by helping them at every step in the customer journey.

We devised a campaign that would not only speak to an individual’s frustrations, but at the same time give them hope that there was a better model that would produce a better outcome. It wasn’t about telling them we could cure what ails them, but convincing them there was a better way. A model that’s goal was to keep people healthy 365 days a year so they could live the life they want, and not just be treated when they were sick. In “Healthcare for the best years of your life” we were telling seniors your best years aren’t behind you, but instead, still ahead of you. So you want to be as healthy and in as good as shape as possible to ensure you can experience all that life holds and do the things you love to do. After all, isn’t that what being healthy is all about?

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