Minneapolis / St. Paul Launch Event: History Corridor
Upon entering the event, invitees walk a corridor that presented the recent history of health care in the United States, outlining the necessity for a change in the entrenched systems that have shown their inability to adapt.
Since the launch of Carol.com on January 22, 2008 in the Mpls/St. Paul market, Carol.com has generated more than 296 million unpaid impressions in the national and local media. Paid media included bus sides, billboards, radio spots, print ads, pharmacy bags and online banner advertising. Paid advertising has generated 119.4 million impressions for adults 18 and over.
A direct mail campaign consisting of two rounds to attract dentists to join the Carol Care Mall. Dentistry represents a popular shopping area due to out-of-pocket expenses for uninsured or limited dental insurance plans.
Throughout the first year of Carol.com, several specialty landing pages were launched to promote innovative care packages offered only on Carol.com. Advertising in local newspapers – such as the Woodbury Bulletin and the Sun Current - along with Web banner advertising on Yahoo!, Startribune.com and others sought to bring consumers to condition-specific care package options.
Promotional landing pages were created for pregnancy/childbirth, allergies, genetic screening for breast cancer, cardiac care (in partnership with the AHA), two-in-one medical /dental exams and back to school pediatric care packages.
Armed with a years worth of results and consumer insights research, Carol.com got a facelift and was streamlined – getting visitors to the care they needed in fewer clicks. The launch of the new site was planned to occur simultaneously with Carol’s launch in Seattle, its second major market.
Taking the learnings from the Minneapolis/St. Paul launch, Carol retooled and opened its doors in Seattle. With strong support from area provider groups, Carol’s traditional and guerilla marketing blanketed the city. Vehicles included print ads, tote bags, in-office displays, coffee cups and more.
Carol’s new initiative aims to work directly with area employers to get their employees with chronic conditions the best care. Carol is currently working with General Mills, 3M and Medtronic to move their employees into better care and better results.