Baxter – repositioning to ignite a brandPhysician and patient target

OptumHealth – awareness campaignC-level executives and benefit administrators

GoGirl – creating a new health & wellness brandActive, health-conscious women

OptumHealth – increasing impact through targeted messagingHealth-benefit users

Case studies

Awareness campaignOpportunities to position OptumHealth Financial Services as an expert in financial health products and complementing benefit packages were explored through a broad scope “awareness” campaign aimed to create comfort around the OHFS brand and to make adoption of OHFS products easy.

Who?Our audience was

Primary: C-level executives (CFOs)Secondary: HR Leaders, benefit managers, health brokers & advisors

and TPAs

When & where?We knew our target would be most interested in engaging in areas where they would be perceived as “big by association”

&where we would coincide with timing of their open enrollment strategy

Knowing that our audience was financially accountable, often charged with managing risk and needed to be perceived by their teams as making employee-conscious decisions about benefits and perks, we developed a campaign around health

+ wealth benefits.

Key Idea: OHFS works in harmony with health care to create a simpler, more cost-effective system

Executional examples

Print ads

Online and outdoor media

Increasing impact through targeted messagingHealthcare Spending Accounts (HSAs)* have grown in importance for both companies and consumers. Yet many consumers don’t fully understand the benefits of an HSA and subsequently fail to adequately fund them

*A health savings account (HSA) is a tax-advantaged medical savings account available to taxpayers in the US who are enrolled in a High Deductable Health Plan (HDHP). The funds contributed to the account are not subject to federal income tax at the time of deposit. Source: Wikipedia

Our challenge was to increase OptumHealth HSA deposits, with

special emphasis on customers who have not made any contributions to

their HSAs and those aged 55+

Key to increasing deposits: understanding HSAs serve different roles for different peopleIn reviewing the research, we discovered that HSAs are actually fulfilling different needs for different customers. For example, some customers see their HSA as an investment and prefer to let their HSA grow. While others see HSAs as a bank account that they can draw on to pay for medical expenses as they occur.

Segmentation drives unique OptumHealth HSA messagingSegmentation was based on account-holders’ financial planning horizon and their use of health Care. We were able to connect these drivers to actual account usage and place each of OptumHealth’s account holders in one of the following four groups:

Light Users of Health Care

Heavy Users of Health Care

Short Term Planning Perspective

Long Term Planning Perspective

• Messaging: Convenience of debit card and online tools

• HSA behavior: Lower balance, high transaction frequency

• Messaging: Portability, no “use it or lose it”

• HSA Behavior: Lower balance, low transaction frequency

• Messaging: Tax benefits, ability to use as an investment vehicle

• HSA Behavior: Higher balance, low transaction frequency

• Messaging: Health expense management tool

• HSA behavior: Higher balance, high transaction frequency

Put it on my Card! Priority, Health

Footloose Planners

Postcard and email campaign brings the strategy to life with targeted messaging to

key segments

Repositioning to reignite adoptionChallenge: Baxter commands dominant share in the peritoneal dialysis category in the US. But less than 8% of all dialysis patients use this therapy – the vast majority go to centers for hemodialysis. Care teams have come to see hemodialysis as the default therapy and have set up their practices around the hemodialysis model

This is primarily a category sell. But Baxter is still important. The brand plays a role by promising to help and support care teams who adopt the therapy

More than communications needed to drive adoption

Our job was to overcome barriers to adoption and reignite growth of peritoneal dialysis with professionals

We leveraged a model for the adoption of systems technology, the UTAUT model, to understand key barriers and identify the levers we would need to pull to drive adoption

Influencing the influencersWe needed to balance the professionals’ interest in personal benefits vs. their interest in patient benefits

What they want for themselves

What they want for their patients

•Risk avoidance•Business advantages•Improved profitability•Therapy confidence•Healthcare system control•Product reliability•Strong support•Satisfied patients

•Better quality of life•Live longer•Positive clinical results•Feel good

Messaging will shift based on

audience

Universal messaging

Key Idea: Transformation

Qualitative positioning research provided us with a strong platform

for communications with nephrologists and nurses

Baxter’s Home is transforming dialysis from

disease treatment to patient wellbeing through the support Baxter offers and the opportunities that

Home offers both professionals and patients

We developed an aggressive, integrated marketing plan to bring the positioning to life. Marketing efforts included not only communications, but also brand actions designed to overcome key barriers

The above collateral piece explains the impact that recent CMS changes will have on nephrology practices and how increasing the percentage of

patients on peritoneal dialysis can improve the health of practices

This sales presentation awakens doctors to the changing environment

and shows how Baxter can help

Campaign launched late 2009/2010. Branded direct to physician, direct to patient world class website communities

homebybaxter.com

livenow.info

To engage patients directly and help them understand the PD option, RMG worked intensively with Baxter to develop a branded consumer movement called Live Now.

The name connotes optimism and energy, and the warm, upbeat color palette and active design elements reinforce the message.

The brand soft-launched in October 2010 and complements the physician-targeted effort, Home by Baxter.

Brand strategy, name, visual identity, websiteand supporting communications were created

Creating a new health & wellness brandChallenge: F.U.D. Or feminine urinary device. How do you introduce and generate widespread acceptance and adoption of this handy little device that lets ladies pee while standing up?

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The brand name, visual identity and packaging needed to make women feel comfortable yet intrigued when they first encounter the product

The brand personality is active, cheeky and very “girl” (and by “girl” we mean

empowered, fabulous woman)

Situation

This strategy played out in our launch media. We handed out product, and had a presence at places women had difficulty finding bathrooms or places with less than sanitary facilities (stadiums, outdoor concerts, etc.)

Remind women of the times and places they could have really used GoGirl

Strategy

Social media outreach to online communities focused on travel, outdoors, and active/germ-conscience women 

Search engine optimization, organic and sponsored, on Google and Yahoo! 

iPhone for use by participants to Blog, Twitter, Facebook, YouTube, Flickr, etc., to keep conversations going about the lifestyles GoGirl helps them live

Exceeded launch sales goalsInventory that was supposed to last six month was exhausted in two and a half months. GoGirl is currently #1 on Google and Yahoo for related product searches

Results