HORSES AND ZEBRASTruth and Tactics for Health Marketers

WHAT IS BRAND+DEMAND STRATEGY AND WHY IS IT IMPORTANT FOR HEALTH PLANS?

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This [presentation/paper/etc.] represents the views of the author, not America’s Health

Insurance Plans (AHIP). The publication, distribution or posting of this [presentation/

paper/etc.] by AHIP does not constitute a guaranty of any product or service by AHIP.

Health plan marketers have always been tasked with growing membership. In today’s volatile world, that has become a very tall order. Being a sales-driven category with marketing often taking a back seat, the focus has inevitably been on features and benefits that are often indistinguishable from the next plan (and a far cry from those offered by national plans).

The formula for success involves some simple math. At BVK, we call it brand+demand. It is a proven strategy for telling a compelling story of business growth for health plans. Coupling values-based brand building rooted in trust with lead generation and customer experience best practices produces the potential for short-term sales as well as long-term growth and differentiation.

Here is why initiating brand building and demand generation efforts in tandem produce long-term member growth. They work over different time frames but toward the same end – driving sales.

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Long-term results cannot be achieved by piling short-term results on short-term results.– Peter Drucker

“

There are three pillars to the brand+demand model

and each makes a unique contribution to business

growth. 1. Brand Craving, 2. Lead Generation, and

3. Customer Experience.

1. Brand Craving

Brand craving is the result of brand building grounded

in a core human value. Human values are the lifeblood

of how people make decisions. Values-based branding

establishes the soul of a brand and ultimately enables

a data-driven, human-centered approach to bridging

strategic insights, connection planning, breakthrough

creative, and analytics to generate results. By finding the

intersection of the audience (their cravings and values),

the culture (trends, competition, distinction), and the

brand itself (the essence and purpose) we can identify

a brand value that is distinctive, differentiating, and

centered in purpose.

TheBrand+DemandStrategy

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2. Lead Generation

In our perpetually connected digital world, one

exacerbated by the isolation of the pandemic, a

digital property is the optimal lead generation hub

for health plans.

Craving is centered on audience profiles that pinpoint

opportunity areas, cravings, and habits that can inform

position and message development, tight targeting, and

personalization.

The Offer is grounded in a messaging strategy that

advances business growth in a relevant, differentiated,

and compelling way.

Connections Strategy identifies the trigger, timing,

and channel in order to optimize results.

Results are measured and optimized in real time.

This is a data-driven approach to precision modeling

that defines the customer journey with key inflection

points that are mapped to both audience segments

and media channels for a fully integrated process

intended to build and close leads.

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3. Customer Experience

The final pillar of the brand+demand strategy is the

customer experience during acquisition as well as

after they become a member. With four constructs of

connection – full continuum, personalized touchpoints,

personalized products, and provider integration – we

will now focus the marketing driven aspects where

rust can be either earned or lost.

The full continuum from prospect acquisition through

member engagement, loyalty, and eventual advocacy

is encompassed within the scope of customer

experience. Most health insurance companies focus

solely on net new membership and the importance

of member experience is often overlooked. Because

of this, retention and brand building through word

of mouth tend to be underdeveloped. By spotlighting

moments of truth that are crucial to health plan

members, experience enhancement can create

ong-lasting impressions.

Horses and Zebras: Truths and Tactics for Health Marketers is a new content series from BVK. When you hear hoof beats, think horses, not zebras. A reminder to focus on the likeliest problem and most direct remedy first. At BVK, we share data, outcomes and our best thinking to help health plans sift through the signals and noise to find the most effective marketing solutions. For more Horses and Zebras, visit healthplans.bvk.com for the tools to jumpstart enrollment growth for your health plan.

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Want More?

For more information or to schedule this no-cost

presentation, please email healthplans@bvk.com or

visit healthplans.bvk.com to register today.

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Jumpstart enrollment growth for your health plan. Registertoday to schedule ourcomplimentary Brand+Demand Best of Class Presentation.Ready to get started?