Taipei, A Hidden Jewel in East Asia - PR Strategy for Tourism
A case study in Street Marketing
1. Strategy Studio
®
A Day in the Life of a
Neighborhood
Healthfirst – A Case Study in Street Marketing
2. Healthfirst – A Case Study in Street Marketing
Healthfirst is a not-for-profit managed care organization, spon-
sored by some of the most prestigious and nationally recognized
hospitals and medical centers in the New York Tri-State area.
Their mission is to provide high-quality health care coverage to
individuals and families in New York service areas through a
variety of government-sponsored health insurance programs,
including New York State's Child Health Plus, Family Health Plus,
Medicaid, and Medicare Advantage.
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 2
3. What Healthfirst Asked Strategy Studio to Do:
Strategy Studio was selected by Healthfirst’s new Chief Marketing Officer
to refresh the organization’s brand because of our healthcare expertise in
the areas of branding and marketing.
• Understand existing brand and position in the market space
• Refresh brand
- Positioning
- Creative
- Brand implementation
- Web design
- Transit advertising campaign
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 3
4. Research
Healthfirst conducted focus groups to gauge awareness on a
number of factors:
• Members, non-members and lapsed members
- Brand awareness/value
- Decision drivers
- Member experience
- Healthcare reform
• Providers
- Expectations of health plan
- Reasons for inadequate preventative care
- Provider website
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst --A Case Study in| Street Marketing
HealthFirst A Case Study Prepared for Magellan Health Services | 28 March 2012 4
5
5. A Day in the
Life of a
Neighborhood
Strategy Studio | A Day in the Life of a Neighborhood HealthFirst--A Case Study in| Street Marketing
Healthfirst A Case Study Prepared for Magellan Health Services | 28 March 2012 5
6. Community Based
Office (CBO)
With several CBOs in the 5
boroughs of NYC, these
offices become the hub of
Healthfirst activities in
the communities they serve.
CBOs are the place to:
• Go for support with
healthcare benefit
concerns
• Meet with
representatives
• Attend events
• Gain awareness of the
brand
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 6
7. The Day Begins...
The Healthfirst team plans
and execute tactics for
increasing enrollment.
This team:
• Reflects the community
they serve
• Is often recruited from
the neighborhood
• Bi-lingual (at least)
native speaker’s of
language
• Always dress
professionally
Call center support:
• Four languages
spoken – English,
Spanish, Russian
and Chinese
• Customer service focused
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 7
8. The Community
Ambassador
Healthfirst’s Vice Presidient
of External Affairs is a very
visible component of the
organization’s brand and
efforts.
This role is well positioned
with:
• Healthfirst management
and sales force providing
leadership and insight
into the community
• Business and community
leaders
• A hand on the pulse of
the community and
the city
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 8
9. The Neighborhood
The Healthfirst market
focus is on the very poor and
low-to-moderate income
residents of New York City.
The neighborhoods where
this population can be found
have a typical make-up of:
• Ethnically diverse
• Strong immigrant
population
• First and second
generation Americans
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 9
10. Hospitals
Hospitals provide key
opportunites to interact with
members and potential
members at the point-of-care.
Provide availability for:
• Immediate sign up
• Answer any questions and
concerns
• Deal with provider issues
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 10
11. Provider and Staff
Working with providers
presents an opportunity to
influence their recommen-
dations on health plans. This
relationship can be a mutally
beneficial one for the
provider.
Healthfirst provides:
• Knowledge of effective
business practices
• Trouble-shooting for
adminstrative and coding
issues
• Keen insights into the
community and its
residents
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 11
12. Go Where the
People Are
Maintaining a street
presence is crucial to build-
ing trust and awareness for
Healthfirst in the community.
Trucks and tables are:
• Strategically located near
public transportation hubs
and shopping areas
• Timed to coincide with
public assistance cycles
• Staffed by sales reps ready
to sign people up
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 12
13. Walking the
Neighborhood
Sales reps actually visit mem-
bers and potential members
by appointment.
Focused attention on:
• Answering questions
• Assisting with enrollment
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 13
14. Community Events
Participating and sponsoring
community events helps
build familiarity and trust for
Healthfirst among the popula-
tions they serve.
Typical events include:
• Street fairs
• Church activities
• School functions
• Health screenings
• Cultural events
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing
- 14
15. Member sign up
All efforts culminate in
creating a pathway to
enrollment.
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 15
16. Touchpoints Enrollment and
On-boarding Network Access and
• Eligibility determination Patient Appointments
• Timely delivery of ID cards and new • Ease of identifying in-network
Pre-Enrollment doctor and inpatient/outpatient
member package and provider
• Awareness of CBO existence and directories facility
events • Welcome call/member orientation • Ease of making appointments
• Community presence and outreach within a reasonable time
events • Transportation scheduling
• Sales force effort
• Communications and word-of-
mouth (WOM)
• Multi lingual capabilities Provider Interactions
• Courtesy, helpfulness of office staff
• Ease of check-in, ID card working
Member Ongoing • Ease of making co-payments
Interactions and • Wait time to see provider
Ongoing • Clinical atmosphere
Communications • Prescription medications and
• Process for annual formulary; generics substitution
notification and evidence of • Courtesy and respectfulness
coverage of provider
• Member correspondence, • Instructions for follow-up care
member newsletters, Member Services
calendars • Claims and billing
• Timeliness and ease of use • Phone interaction with MSR
• Provider network disruptions • Onsite/CBO member service
• Communication of coverage Care Management • In-language capabilities
changes, including OTC card
benefits • Perceived value of care
management is not always
clear, which may affect
long-term participation
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 16
17. Key Takeaways
• More than healthcare benefits
• High-touch approach is foundation for all marketing
• Community: based, present and engaged
• Know where your members and non-members are - go to them
• Respect your audience
• Speak their language
• Make it as easy as possible
Strategy Studio | A Day in the Life of a Neighborhood Healthfirst - A Case Study in Street Marketing 17
18. Thank you.
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