The Health Plan. Evolved.
IT BEGAN WITH AN IDEA.
How can we develop a better health plan, particularly for people on dialysis? A daunting question, in and of itself. Yet, that is the type of question that can lead to a breakthrough, a game changer. That’s when the creative juices begin to flow, when the collaboration of disparate visions meld together and synthesize into something new and better. And that’s why Fresenius Medical Care brought in Signature to help answer that question.
Our Point of Difference: The Human Touch.
The first thing a new brand needs is a point of differentiation. And, together, Signature and Fresenius identified one and made it real: a care coordinator, a health care professional who would coordinate all of a dialysis patient’s needs, including sessions, doctor appointments, medications and all other necessary treatments and procedures.
Forging a Brand Identity
Armed with that point of differentiation, now the new product needed a brand identity. Signature delivered an elegantly simple logo that was intuitive and straightforward. The tagline “Evolving Care” set an attitude, a presumption that the Fresenius Medical Care Health Plan was an organic force, evolving with the complex nature of healthcare and health insurance.
Building Awareness, Literally.
Of course, Fresenius and Signature needed to build awareness of this new plan among its primary target: patients, those who would actually have to sign up for the plan. And what would be the most obvious place to region. The buildings in which they spent over 12 hours per week – the dialysis clinics. So Signature developed a set of posters specifically to be used in dialysis clinics as well as an ad campaign, running both on and offline.
Influencing the Influencers.
Physicians and Health Care Professionals care most about one thing: achieving better outcomes for their patients. The concept of a Care Coordinator could help them achieve just that. So it was important that Signature develop marketing materials, including a periodic newsletter, to make physicians and HCPs advocates of this new health plan, encouraging their patients to participate.
Embracing the Family.
Dialysis affects more than just the patient. It affects the entire family. Adjustments need to be made to schedules, lifestyles and other life routines. Families need to learn basic facts about the process of dialysis and help monitor the patient’s lifestyle choices between sessions. It was, therefore, important that the patient materials also be relevant for the family members. We developed phamphlets, ads, a DVD and other collateral areas to address the family at large.
Sign On the Dotted Line.
Enrollment period requires powerful marketing efforts. First we developed a website that would serve as an overall portal, answering all relevant questions and allowing online enrollment. We redesigned our posters to make patients, families and caregivers aware that there was a specific window during which patients could enroll. We also implemented drip-email and direct mail campaigns, starting with the big idea of a Care Coordinator and then featuring individual details of the plan in subsequent messages.
Let Us Help Bring Your Vision into Reality, Too!
No matter what your marketing communications need, we can build it for you.
- Strategic Branding
- Brand Name Development
- Brand Extension Development
- Brand Identity Development
- Offline Advertising Development
- Online Advertising Development
- Web Design and Development
- Social Media Planning & Execution
- Email Marketing
- Merchandising Development
- Video Creation, Development & Production
- Point of Sale Graphics/Materials
- Traditional Media Planning
- Online Media Planning
- PPC Media Planning & Execution
- Market Research
- Web and Social Media Analytics
- Social Media Content Development
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