How Kaiser Permanente Colorado earned 21K+ consumer leads

Transcription

1 ID Healthcare: How Kaiser Permanente Colorado earned 21K+ consumer leads by breaking the demand generation rules CHECK OUT HOW

2 P // 1 BACKSTORY Do you remember the last time you had to choose a healthcare plan? For most people it s a confusing and stressful experience, even when great options are available. Between insurance websites, changes in federal regulations, and even the nightly news, consumers facing a healthcare plan decision are faced with many often competing sources of information. Kaiser Permanente Colorado is a non-profit with a unique model of integrating care and insurance. When launching their first consumer campaign, they wanted to engage individuals and families in the community with entertaining and educational brand activation events that generated leads in a cost effective, scalable way. The strategic brand activation and lead generation goals were to: 1 Establish foundational practices for finding, capturing, and engaging the consumer market 2 Educate healthcare consumers in an approachable, fun, memorable, and accessible way that drives further interest and connection with the brand 3 Capture qualified leads in an organic, relaxed setting for future nurturing 4 Foster organic social and mobile activities the big picture: understanding the value of your health care plan HERE S HOW Y DID IT

3 TRANSFORMATION P // 2 Kaiser Permanente Colorado and marketing partner Intelligent Demand (ID) developed a strategy that applied demand generation principles to consumer activation in order to hit and exceed revenue goals. Tapping into their deep experience in healthcare, the ID team brainstormed a solution that was experiential, engaging, and related to the Kaiser Permanante Colorado value proposition. The Kaiser brand is known for its commitment to holistic health, and it acts as a boardwalk for families, making it easier for them to navigate the challenging terrain of healthcare. We created two versions of a boardwalk-themed booth for community events. The full sized boardwalk had three games designed for large events, such as marathons and health fairs, and the small mobile version had one game that sales reps could take anywhere. While families enjoyed the games, representatives had them fill out a quick form on a custom ipad app. Captured lead records were segmented into income bands and those who qualified for federal programs or received healthcare through their employer were automatically excluded. Lead follow-up included a Facebook link to event photos and a four-touch nurture campaign. SEE MEASURABLE RESULTS

4 RESULTS P // 3 The experiential boardwalk was brought to more than 38 community events Kaiser Permanente Colorado and ID designed an experiential marketing program that established success in the first year, and demonstrated scalability in the second year of the program. Designing and executing this program required a level of trust between the partners and internal stakeholders, and that trust paid off in real revenue results and industry awards: Honorable Mention for Best Marketing Campaign from Ragan s Health Care PR and Marketing Awards 2014 Colorado BMA Gold Key Award 23,000+ visitors attended the Boardwalk throughout the events and registered to receive ongoing marketing communications Content Marketing Awards Gold Award for Best Use of Marketing Automation in Content Marketing The program sent more than 21,500 marketing-qualified leads to Sales SEE WHAT TEAM SAYS

5 INSIGHTS 1 Many advanced B2B strategies can work for B2C. Especially when the product is a highly considered purchase such as health insurance. 2 The frameworks we use in digital demand generation are sound on and offline. There are many highly effective ways to engage and capture leads that don t involve sending a cold list a whitepaper Tie everything back to your business goals and value proposition. Even something as seemingly silly as a bean bag toss at a staged boardwalk laddered up to Kaiser Permanente s Thrive brand message. Collaboration and alignment are essential. For this project to work, the ID and Kaiser Permanente Colorado teams had to be in lockstep with role definition and the lead management process. Crawl, Walk, Run. The first year of the program generated a lot of leads. Fantastic. The second year we added segmentation so we could provide dynamic messaging tracks for different health insurance needs. Even better. P // 4 Theo Romeo, Creative Director, Intelligent Demand This project was incredibly memorable and important for all the talented people who worked on it. First, we pulled demand generation best practices out of the Internet and plopped them down at heavy-trafficked events around Colorado. We traded lead generation content for bean bags and photo booths. We engaged prospects and educated them with games and prizes, not whitepapers. And it was all in line with Kaiser Permanente s ethos about health, wellness, and community. When the program transitioned from experiential to digital, we had the right routing and scoring in place to connect the dots for both internal stakeholders and the leads within the program. And it was fun! SEE Did I mention bean bags? WHAT OUR CLIENT SAYS

6 P // 5 WHY INTELLIGENT DEMAND? is a contingent within the marketing sphere that are very content with There using impressions, clicks, and likes as the indicator of how well marketing is doing. A separate faction sees the writing on the wall and they re saying clicks and impressions are great but only if you can connect them directly to sales. Our program with Intelligent Demand is making a clear connection between our marketing efforts and our sales results. Lawrence Montgomery, National Director of Advertising, Kaiser Permanente GET IN TOUCH WITH ID

7 P // 6 REAL REVENUE TRANSFORMATION What Should You Expect from a Partner? Collaboration in an efficient, agile way that complements your team s resources, strengths, and skills. A holistic approach that integrates your strategy, creative, media, technology, data, and analytics because that is the best way to deliver ongoing ROI. At Intelligent Demand we call our approach Real Revenue Transformation because when the right people work together in the right way toward the right goals, genuine transformational growth happens, careers flourish, companies grow, and customers win. Commitment to transforming the way you grow revenue so that it is repeatable, scalable, innovative, and measurable. Willingness to challenge the status quo, even when it s uncomfortable or unpopular. Reliance on data to optimize your programs, not just opinions or hunches. Reach out to start transforming your revenue. GET IN TOUCH // info@intelligentdemand.com // intelligentdemand.com