PACIFICARE HEALTHCARE SYSTEMS
Service Enhancements [View Samples]

PacifiCare had identified their three main marketing objectives: Improve perception of the company in the market place. Increase membership. And enhance provider relationships. Which is how they came up with the Ready Reply customer service enhancement.

This new enhancement would give brokers, employers, providers and members a single point of contact for fast answers without the red tape. Now all they needed to do was make sure the world actually believed it.

Piece of cake, we said.

Five distinct segments in the target audience meant that a methodical, stepped launch was in order. With this in mind, we implemented a five-pronged approach:

1. We started with the PacifiCare employees who would be responsible for fulfilling on their new promise. Once we were sure that their internal resources would be positioned to handle the onslaught, we launched our campaign to inform providers, brokers, agents, consultants, employers - and finally, members.

2. But beyond introducing a new feature, we urged our client to leverage the enhancement to gain new provider relationships and shore up their membership efforts (both acquisition and retention).

3. With this in mind, we employed a highly personalized approach, with customized communications to each segment of the audience.

4. In addition, we awarded credit for the enhancement to our client's participating medical groups.

5. And at all times, we avoided "insurance speak" to drive home the real message: That PacifiCare really does listen.

The results: With a marked improvement in provider relations, we helped our client increase participation among new providers. We then went on to successfully launch two additional service enhancements.