Breaking into a new market without breaking the bank.
Customer Story
Small-business owners want to provide their employees with added benefits from a trusted provider to help them live happier, healthier lives. They also need to manage costs so they aren’t cutting into their bottom line.
Brand Story
Kaiser Permanente believes healthy employees are better employees. That’s why they provide small-business owners with the highest-quality coverage at the best price — so owners don’t have to choose between healthy employees and a healthy bottom line.
CUSTOMER STORY
BRAND STORY
KAISER PERMANENTE'S ROLE IN THE CUSTOMER'S STORY
Health As a Business Strategy.
Providing quality care isn’t just an added benefit for employees, it can also help keep businesses healthier — boosting productivity, minimizing sick days, and helping to attract and retain talent. By offering coverage from Kaiser Permanente, small businesses can offer top-rated care at the best price in the region.
Approach
Well known on the West Coast, Kaiser Permanente entered the Mid-Atlantic as a challenger. As if that wasn’t a big-enough hurdle, they had to overcome the stigma associated with being an HMO. Luckily, we had a strong rate advantage in the region that made small to mid-size businesses more likely to hear what we had to say. But rates alone don’t drive conversions, so we shared a bigger story — how healthier employees minimize costs for small businesses.
DIRECT MAIL
DIGITAL BANNERS
EMAILS
Results
Using a simple testing strategy, we were able to identify the formats that allowed us to reach the most customers for less, cutting our cost per lead by 40%. We were then able to reallocate that budget to engage more owners on the digital channels they used most — tripling our online leads.
COST CUT PER LEAD
-40%
ONLINE LEADS