OptumHealth ran an awareness campaign targeting C-level executives and benefit administrators to position itself as an expert in complementary financial and health benefit products. The campaign included print ads, online media, and events where executives could feel "big by association." OptumHealth also ran targeted messaging campaigns to increase usage and deposits in health savings accounts, segmenting account holders and tailoring messages based on their healthcare needs and financial planning horizons. Finally, Baxter repositioned its home dialysis brand to reignite adoption rates by overcoming barriers providers face through an integrated marketing strategy appealing to both personal and patient benefits.

1. Baxter – repositioning to ignite a brand
Physician and patient target
OptumHealth – awareness campaign
C-level executives and benefit administrators
GoGirl – creating a new health & wellness brand
Active, health-conscious women
OptumHealth – increasing impact through targeted messaging
Health-benefit users
Case studies

2. Awareness campaign
Opportunities to position OptumHealth Financial Services as
an expert in financial health products and complementing
benefit packages were explored through a broad scope
“awareness” campaign aimed to create comfort around the
OHFS brand and to make adoption of OHFS products easy.

3. Who?
Our audience was
Primary: C-level executives (CFOs)
Secondary: HR Leaders, benefit managers, health brokers & advisors and
TPAs
When & where?
We knew our target would be most interested in engaging in areas where they would be
perceived as “big by association”
&
where we would coincide with timing of their open enrollment strategy
Knowing that our audience was financially accountable, often charged
with managing risk and needed to be perceived by their teams as
making employee-conscious decisions about benefits and perks, we
developed a campaign around health + wealth benefits.

4. Key Idea: OHFS works in harmony with health care to create a simpler, more cost-
effective system

5. Executional examples
Print ads

6. Online and outdoor media

7. Increasing impact through targeted messaging
Healthcare Spending Accounts (HSAs)* have grown in
importance for both companies and consumers. Yet many
consumers don’t fully understand the benefits of an HSA and
subsequently fail to adequately fund them
*A health savings account (HSA) is a tax-advantaged medical savings account available to taxpayers in the US who are enrolled in a High Deductable Health
Plan (HDHP). The funds contributed to the account are not subject to federal income tax at the time of deposit. Source: Wikipedia

8. Our challenge was to increase
OptumHealth HSA deposits, with special
emphasis on customers who have not
made any contributions to their HSAs
and those aged 55+
Key to increasing deposits: understanding HSAs
serve different roles for different people
In reviewing the research, we discovered that HSAs are actually
fulfilling different needs for different customers. For example, some
customers see their HSA as an investment and prefer to let their HSA
grow. While others see HSAs as a bank account that they can draw
on to pay for medical expenses as they occur.

9. Segmentation drives unique OptumHealth HSA messaging
Segmentation was based on account-holders’ financial planning horizon and their use of
health Care. We were able to connect these drivers to actual account usage and place
each of OptumHealth’s account holders in one of the following four groups:
Light Users of Health
Care
Heavy Users of
Health Care
Short Term
Planning
Perspective
Long Term
Planning
Perspective
• Messaging: Convenience
of debit card and online
tools
• HSA behavior: Lower
balance, high transaction
frequency
• Messaging: Portability, no
“use it or lose it”
• HSA Behavior: Lower
balance, low transaction
frequency
• Messaging: Tax benefits,
ability to use as an
investment vehicle
• HSA Behavior: Higher
balance, low transaction
frequency
• Messaging: Health expense
management tool
• HSA behavior: Higher
balance, high transaction
frequency
Put it on my Card! Priority, Health
Footloose Planners

10. Postcard and email campaign brings the strategy
to life with targeted messaging to
key segments

11. Repositioning to reignite adoption
Challenge: Baxter commands dominant share in the
peritoneal dialysis category in the US. But less than 8% of all
dialysis patients use this therapy – the vast majority go to
centers for hemodialysis. Care teams have come to see
hemodialysis as the default therapy and have set up their
practices around the hemodialysis model

12. New
Systems
Adoption
Performance
Expectancy
Effort
Expectancy
Social
Influence
Facilitating
Conditions
This is primarily a category sell. But
Baxter is still important. The brand plays a
role by promising to help and support care
teams who adopt the therapy
More than communications needed to drive adoption
Our job was to overcome barriers to adoption and reignite growth
of peritoneal dialysis with professionals
We leveraged a model for the
adoption of systems
technology, the UTAUT model,
to understand key barriers and
identify the levers we would
need to pull to drive adoption

13. Influencing the influencers
We needed to balance the professionals’ interest in personal
benefits vs. their interest in patient benefits
What they want for
themselves
What they want for
their patients
•Risk avoidance
•Business advantages
•Improved profitability
•Therapy confidence
•Healthcare system control
•Product reliability
•Strong support
•Satisfied patients
•Better quality of life
•Live longer
•Positive clinical results
•Feel good
Messaging will shift
based on audience
Universal
messaging

14. Key Idea:
Transformation
Qualitative positioning
research provided us with a
strong platform for
communications with
nephrologists and nurses
Baxter’s Home is transforming
dialysis from disease treatment
to patient wellbeing through
the support Baxter offers and
the opportunities that Home
offers both professionals
and patients

15. We developed an aggressive, integrated marketing plan to
bring the positioning to life. Marketing efforts included not
only communications, but also brand actions designed to
overcome key barriers
The above collateral piece explains the impact that recent CMS changes will have on
nephrology practices and how increasing the percentage of patients on peritoneal
dialysis can improve the health of practices
This sales presentation awakens doctors to
the changing environment and shows how
Baxter can help

16. Campaign launched late 2009/2010. Branded
direct to physician, direct to patient world class
website communities
homebybaxter.com
livenow.info

17. To engage patients directly and help them understand the PD option, RMG
worked intensively with Baxter to develop a branded consumer movement called
Live Now.
The name connotes optimism and energy, and the warm, upbeat color palette
and active design elements reinforce the message.
The brand soft-launched in October 2010 and complements the physician-
targeted effort, Home by Baxter.

18. Brand strategy, name, visual identity, website
and supporting communications were created

19. Creating a new health & wellness brand
Challenge: F.U.D. Or feminine urinary device. How do you
introduce and generate widespread acceptance and adoption
of this handy little device that lets ladies pee while standing
up?

20. The brand name, visual identity and
packaging needed to make women feel
comfortable yet intrigued when they first
encounter the product
The brand personality is active, cheeky and
very “girl” (and by “girl” we mean
empowered, fabulous woman)
20
Situation

21. This strategy played
out in our launch
media. We handed out
product, and had a
presence at places
women had difficulty
finding bathrooms or
places with less than
sanitary facilities
(stadiums, outdoor
concerts, etc.)
Remind women of the times and places they could
have really used GoGirl
Strategy

22. Social media outreach to online
communities focused on travel, outdoors,
and active/germ-conscience women
Search engine optimization, organic and
sponsored, on Google and Yahoo!
iPhone for use by participants to Blog,
Twitter, Facebook, YouTube, Flickr, etc.,
to keep conversations going about the
lifestyles GoGirl helps them live
Exceeded launch sales goals
Inventory that was supposed to last six month was exhausted in two and a half
months. GoGirl is currently #1 on Google and Yahoo for related product
searches
Results