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Our client was losing market share
in one of the most competitive healthcare markets in America. Research showed
little perception of difference among five major health plans. There was name
confusion. And no distinctive positioning owned by any of the five major competitors.
Added to that was a negative perception about HMOs in general—research
showed that the market saw HMOs as gatekeepers of healthcare interested only
in profit.
We were brought in to reverse the
decline in membership, get new members, and change perceptions about the HMO.
We successfully repositioned CDPHP as a health "improvement" organization, promoting free wellness workshops as a competitive advantage. We profiled doctors and "health heroes" in healthy pursuits. Created a health incentive program. Communicated how CDPHP doctors are committed to keeping members healthy. Our campaign—called "Join Us on a Health Kick!"—encouraged members to improve their own health, directly benefitting the HMO in reduced illnesses and therefore fewer service requests.
| • | Doubled the total membership |
| • | Expanded from 11 to 26 counties in NY State |
| • | 50% increase in wellness programs participation |
| • | Ranked the #1 HMO in the country by Consumer Reports |
| • | Research showed new perception of CDPHP as "the HMO that focuses on improving my health" |
| • | Won national and regional gold for our campaign |