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Strategy Studio
                                                 ®




A Day in the Life of a
Neighborhood
Healthfirst – A Case Study in Street Marketing
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Thank you.




Strategy Studio |   350 Seventh Avenue, Ste 404, New York, New York | 212 966 7800 | strategystudio.com

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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. Strategy Studio | 350 Seventh Avenue, Ste 404, New York, New York | 212 966 7800 | strategystudio.com