Group Health is a state-wide, powerhouse provider of both health coverage and healthcare. This combination provides distinct advantages for patients, but it can be hard for consumers to understand. Negative perceptions of HMOs were challenging Group Health to be relevant and compelling, regardless of whether they applied to Group Health. They needed to wipe the slate clean and re-launch their brand so consumers would be open to choosing Group Health.
We zeroed in on an advantage they could provide that no one else could—the promise of a coordinated experience. This bold promise put Group Health at an advantage over the fragmented, hard-to-navigate healthcare that most patients are all too familiar with. It also helped Group Health promote all the advantages of an integrated system instead of defending it.
To make the kind of shift they needed, however, marketing messages would not be enough. We proposed significant changes to the way they did business that would work in tandem to create a highly coordinated experience for patients. This resulted in them putting patient medical records online (Group Health became the first to do this in the region), improving waiting room experiences to convey their welcoming personality and disdain for old magazines, and implementing specific changes to systems and procedures that would give patients more direct access to the physicians of their choice. I know, cool huh?
These changes, paired with a light-hearted-but-enlightening advertising campaign based on the brand work, resulted in tremendous positive outcomes for Group Health. In the first year alone, the number of consumers who would consider Group Health rose from 19% to 26% and the number who would NOT consider them dropped from 54% to 44%. And over the course of our relationship with the organization, they received the following accolades related to quality and service, proving the organization’s new brand direction was resulting in real marketplace gains and plenty of high-fives.