Brand Positioning & Advertising Strategy James Frey SVP, Branding & Advertising President, PacifiCare of California
Over the past year we have surveyed: 400 consumers in CA (65% non-senior and 35% senior), 400 consumers in other PHS markets, 150 consumers outside our current markets, 400 more consumers nationwide via the internet, 67 providers, 101 benefit managers, 124 brokers and consultants, and conducted 39 focus groups
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Why Focus on Consumers? Consumer-Driven 3 rd Party-Driven Total
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Awareness Non Members California Other PHS States Non-PHS States 97% 84% 1999
0% 5% 10% 15% 20% 25% InsuranceHMOQuality Care/Doctors Good Service Good Company Misc Negative Senior-RelatedWest Coast Brand Image
n=800 consumers 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% What is most important in a health insurance provider? Good Value Innovative Low Cost Resolves Problems Simple to Use Stands By Promises Cares About Me High Quality Trustworthy Most Important 2nd Most Important
Bottom Line for Consumers: 1. Concern 2. Quality and Trustworthiness 3. Problem-Solving And more than anything else, dont just say it Prove it to me.
Brand Positioning PacifiCare believes Caring is Good. Doing Something is Better.
The Essence of PacifiCare
I understand my role in protecting and delivering on the promise. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% n = 2,213 AgreeDisagree Agree Disagree Strongly Agree Strongly Disagree
The brand makes me feel proud to work for this company. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% n = 2,213 AgreeDisagree Agree Disagree Strongly Agree Strongly Disagree
Theres something else consumers told us
Media Tactics Television Best medium to make an immediate, emotional connection with consumers TV 75% to 90% attentiveness levels Print and Radio 30% to 80% attentiveness levels Media Mix Television and Print Media Strategy Schedule TV in condensed weeks to maximize impact Own nights in Prime (e.g., Fridays on NBC) Regional Consumer Print will focus on women
Secure Horizons DRTV Spot Special Bin
Secure Horizons Focus Groups Reactions Boy, they knocked it dead. Thats a good little ad. It cuts through the confusion from all the clutter on healthcare. A company that stands behind their word. Go with them (Secure Horizons). They are top of the line. They offer more. I need to call the 800# to find out more.
Secure Horizons DRTV Schedule May 6 - June 28 Tucson Los Angeles San Diego Sacramento Phoenix San Francisco Good Morning America ABC Today Show Weekend NBC FOX CBS NBC News KCAL 9 Bonanza Channel 51 in AZ
Secure DRTV Results (first 20 days) 30%Close Ratio 70%Lead Ratio 525Calls per Week 65% of campaignDollars Spent Goal 12% increase in ad spend with a 40% increase in call volume versus 2001 46% 85% 743 62% of campaign Actual
PacifiCare Television Spot PacifiCare Anthem
PacifiCares Focus Groups Reactions The ad definitely stands out and grabs you. Youre like these people. They are your family, your friends, etc. They are real. They got across to me that from a young baby to an adult, theyll take care of me. Itll be a lasting thing. They are willing to back up what they say. Its tangible care. They will do what they say. It says, Were not kidding; were really going to do something.
PacifiCare Push Television Schedule June 3 - June 28 Los Angeles San Diego San Diego Program Highlights Must See TV (Thurs.) NBC West Wing NBC CSI CBS Everybody Loves Raymond CBS 5-second billboard ABC Local News 5-second billboard NBCs Today Show Oprah ABC Regis & Kelly ABC The View - ABC Los Angeles Program Highlights Disney Movies - ABC The Practice - ABC Judging Amy - CBS Family Law CBS Ed NBC Closed Caption Sponsorship ABC 5-second billboard CBS Local News Oprah ABC Regis & Kelly ABC Martha Stewart - CBS
PacifiCare Summer/Fall Television Schedule Aug 12 Sept 6 Oct 7 Nov 22 Tucson Los Angeles San Diego Phoenix Tulsa Oklahoma City Portland Seattle Las Vegas Denver
Bottom Line for Campaign: 1. Improve Awareness in CA to over 90% for both brands 2. Improve Awareness in non-CA markets by 30% 3. Improve perception of Cares About Me by 25% 4. Improve perception of Has Programs that Help by 25% 5. Decrease cost per lead (Secure) by 20% 6. Increase direct mail response rate (Secure) by 75% 7. Drive 2003 net membership growth