GreenRubino was hired by actuarial consulting firm Milliman Healthcare to answer one very important question: “What do customers expect from a software product branded ‘Milliman’ when the brand has historically been associated with consulting?” These software products were responsible for more and more of Milliman Healthcare’s revenue, and yet the organization wasn’t clear about the role they played or how they were related to their master brand.
After conducting extensive research with customers and internal staff, the answer revealed itself. The Milliman name imparts a great deal of value on these products; therefore, customers expect that their experience will be consistent from product to product and between products and services. Now the challenge was defining precisely what they expect so that the products could be more consistent in their delivery.
We determined there were a number of assets associated with the Milliman Healthcare brand: 50 years of industry-standard best practices, benchmarks and comprehensively sourced information that allow clients to make decisions with confidence. To assist us in the marketing of these assets, we created the concept of “Milliman Healthcare Intelligence” as a shorthand for the value the healthcare software products brought to the table. This concept helped to position them against pure software competitors who didn’t have this kind of industry expertise or legacy.
In addition to a unifying message, we identified cultural norms, personality traits and minimum requirements for software products that bear the Milliman name. This helped to ensure that no matter which of the software product companies the client was interacting with, their experience would feel consistent and compelling. We also created messages for each of the individual software offerings that explained their value in the context of the Milliman Healthcare brand.