Brand Positioning &Advertising Strategy
James FreyJames FreySVP, Branding & AdvertisingSVP, Branding & AdvertisingPresident, PacifiCare of CaliforniaPresident, 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
3rd 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%19991999
0%
5%
10%
15%
20%
25%
Insurance HMO QualityCare/Doctors
GoodService
GoodCompany
MiscNegative
Senior-Related WestCoast
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?
GoodValue
InnovativeLowCost
ResolvesProblems
Simpleto Use
StandsBy
Promises
CaresAbout
Me
HighQuality
Trustworthy
Most Important
2nd Most Important
Bottom Line for Consumers:
1. Concern
2. Quality and Trustworthiness
3. Problem-Solving
And more than anything else, don’t 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
Agree Disagree
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
Agree Disagree
Agree
Disagree
Strongly Agree
Strongly Disagree
There’s 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., Friday’s 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. That’s 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 – ABCToday Show Weekend – NBCFOXCBSNBC NewsKCAL 9Bonanza – 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”
PacifiCare’s Focus Groups’ Reactions
“The ad definitely stands out and grabs you.”
“You’re 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, they’ll take care of me. It’ll be a lasting thing.”
“They are willing to back up what they say. It’s tangible care. They will do what they say.”
“It says, ‘We’re not kidding; we’re 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.) – NBCWest Wing – NBCCSI – CBSEverybody Loves Raymond – CBS5-second billboard – ABC Local News5-second billboard – NBC’s Today ShowOprah – ABCRegis & Kelly – ABCThe View - ABC
Los Angeles Program Highlights
Disney Movies - ABCThe Practice - ABCJudging Amy - CBSFamily Law – CBSEd – NBC Closed Caption Sponsorship – ABC5-second billboard – CBS Local NewsOprah – ABCRegis & Kelly – ABCMartha Stewart - CBS
PacifiCare Summer/Fall Television Schedule
Aug 12 – Sept 6Oct 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
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