2. A smart, budget-stretching marketing insight.
1. Start at the beginning: an evocative Brand Promise.
The VNSNY CHOICE MLTC health plan was created to keep New Yorkers living safely in the homes and communities they cherish. Our Discovery Process uncovered the deep emotional meanings of "home" for these members, and the strategic power of "living well at home" as a Brand Promise. This led us to a simple yet richly multi-level tagline: "Where You Belong."
Prospective members for this health plan are a very specific population – the poorest and frailest of New York's elderly. Our key insight: to reach them and their physicians, we could use census and other demographic data to micro-target this segment down to the zipcode level. This enabled us to focus limited dollars on the most productive geographies and deliver an outsized bang for the marketing buck.
In healthcare, as in most industries, the fight for sales is often won by the foot soldiers. C+P studied the physician target thoroughly to gain insights into what information they needed most, and how we could package it to provide maximum leverage for the sales force. One example among many: for community physicians who always say they're too busy for sales calls, we created a quickie called "CHOICE In Two Minutes." It proved an irresistible foot in the door.
For CHOICE MLTC we needed double-duty advertising – reaching and persuading both B2C and B2B audiences. We needed to build brand preference for potential members and their families, while also connecting with the physicians and other health professionals who actually made referrals to the plan. Our "Grateful" campaign deftly pays homage both to the amazing fortitude of members and to the wisdom of the doctors, nurses and social workers who recommend our plan.
4. Sales support tools for the battle in the trenches.
3. Advertising to build both a brand and a business.
VNSNY CHOICE Health Plans:
A Fully Integrated B2B / B2C Case
VNSNY CHOICE is the health plans division of the Visiting Nurse Service of New York, the largest not-for-profit home health organization in the U.S. In 2009, VNSNY retained Curtis+Perry for a strategic branding and positioning project. The next year, we were named advertising agency of record for the Brand and its Managed Long Term Care (MLTC) plan.
By 2014, we had helped grow the business by 275%.
To deliver those results, we deployed just about every marketing tool in our kit – plus a few that we invented as the need arose. We think it's a perfect example of the C+P "plus" at work: great strategic thinking joined at the hip with real creative firepower.
It's hard to overestimate the importance of a brand's website in the total marketing mix. C+P led the charge in a top-to-bottom revamping of the content, style and functionality of the VNSNY CHOICE web presence. In collaboration with the CHOICE digital agency, we integrated the site into the brand's established look and feel and added important functionality for both the consumer site and for the all-important physician portal. t's