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Tom Cigarran - Healthways Presentation
The document discusses creating and communicating a brand for Healthways. It defines what a brand is and explains that Healthways aims to transition all of its product brands and services under a single Healthways master brand. This will help Healthways broaden its awareness beyond disease management and represent its full spectrum of health support offerings. The document outlines Healthways' brand architecture and provides examples of how it will communicate the new Healthways brand through its website, internal communications, television, print materials, office branding, and more.
Tom Cigarran - Healthways Presentation
- 1. Creating a Brand Tom Cigarran Chairman June 2007 © 2007 Healthways, Inc.
- 2. What is Brand? © 2007 Healthways, Inc.
- 3. A Brand… • Isthe symbolic representation of all the information connected with a product or service • Encompasses the expectations of consumers, employees, vendors and others associated with the brand for products and services delivered by the brand owner • Encompasses the promises made to consumers • Shapes what the brand owner does and how it does it • Conveys the culture of brand owner © 2007 Healthways, Inc.
- 4. Brand Leadership Model Organizational Brand Identity/ Structure& Processes Position >Responsible for >Aspiration image brand strategy >Positioning the brand >Management processes Brand Leadership Brand Building Brand Architecture Programs Strategy >Accessing multiple >Master / Sub / media Endorsed >Achieving brilliance >Integrated >Roles of brands/ communications sub-brands >Measurement Source: David Aaker, Professor Emeritus, University of California, Berkeley © 2007 Healthways, Inc.
- 5. What is aMaster Brand? A master brand is based on an endorsed brand strategy but it is closer to and/or acts more like a monolithic brand on the spectrum of brand types © 2007 Healthways, Inc.
- 6. Why a MasterBrand Strategy? A master brand strategy accommodates endorsed product brands It is a very cost effective way to build equity behind a master brand with known branded products The equity built in the master brand can then be used to introduce new products with near instantaneous credibility It more easily allows acquired assets to be brought into the brand architecture © 2007 Healthways, Inc.
- 7. Master Brands Monolithic Endorsed Individual Master © 2007 Healthways, Inc.
- 8. Healthways Corporate Vision To be the market leader in Health and Care Support SM world-wide © 2007 Healthways, Inc.
- 9. Healthways Brand –A Work in Progress Brand strategy needs to support the Healthways corporate vision to be the leader in Health and Care Support To accomplish this effectively and economically, the Healthways brand must represent all channels and products that the company offers Healthways has been known for disease management To broaden that awareness, we need to be associated with a broader spectrum of health support products © 2007 Healthways, Inc.
- 10. Healthways Services Care Support Health Support Chronic Programs Impact Condition Programs Health & Wellness Programs Health Provider Network (HPN) • Asthma • Acid-related Stomach • Health risk assessment Disorder • National fitness centers • Coronary Artery Disease • Lifestyle biometrics • Atrial Fibrillation • Personal trainers • Chronic Kidney Disease • Lifestyle behavior coaching (CKD)/end Renal Disease • Decubitus Ulcer • Registered dietitians (ESRD) • Smoking cessation • Fibromyalgia • Lifestyle coaches • Diabetes • Web-based fitness/nutrition • Hepatitis C counseling • Behavior change • Heart Failure counselors • Inflammatory Bowel Disease • Physical activity programs • Comprehensive Back Pain • Chiropractors • Irritable Bowel Syndrome • Wellness & prevention • Chronic Obstructive education • Massage therapists Pulmonary Disease • Low Back Pain (COPD) • Stress • Acupuncturists • Osteoarthritis management/counseling • Depression • Yoga and Thai Chi • Osteoporosis • Comprehensive back care instructors • Obesity • Urinary Incontinence • Worksite wellness and • Field-based health • Oncology screenings educators • High-risk Care Management © 2007 Healthways, Inc.
- 11. The New HealthwaysBrand © 2007 Healthways, Inc.
- 12. Brand Transition Plan All Product brands will transition to program names and ultimately be represented only by the Healthways brand. © 2007 Healthways, Inc.
- 13. An Example Yesterday: On-line smokingcessation tool Target Audience State Government In the Near Future: Smoking Cessation Program that may add other addictive behaviors Employers Target Audience Health Plans Government © 2007 Healthways, Inc.
- 14. An Example Yesterday: Short Term: LongTerm: © 2007 Healthways, Inc.
- 15. Healthways Brand Architecture Delivers products that address both: Category Descriptor Care Support Health Support Disease High Risk Care Healthy Active Health & Alternative Service Descriptors Management Management Lifestyles Living Well-Being Health (Chronic and Impact Conditions) (Hospitalization Avoidance) (Overall) (Physical) (Psychological) (Non-Traditional) Services CORE CONDITIONS IMPACT CONDITIONS • Acid-related Stomach Management of high • myhealthIQ • Forever • QuitNet • Healthy • Asthma Disorder risk and complex conditions Fit (Addictive Alignment • Coronary Artery • Lifestyle Disease • Atrial Fibrillation (Senior) Behaviors) (Chiro/UM) Management • Chronic Kidney • Decubitus Ulcers (Health • WholeHealth Disease (CKD)/ end Coaching) • Silver Living • Fibromyalgia State Renal Disease Sneakers (CAM/Discounts) • Hepatitis C • Engage Endorsed by (ESRD) • Inflammatory Bowel (Integrated Healthways • Diabetes Disease Solution) • Heart Failure • Irritable Bowel • Prime Syndrome (IBS) • Comprehensive • Low Back Pain Back Pain • Osteoarthritis • Chronic Obstructive • Osteoporosis Pulmonary Disease (COPD) • Urinary Incontinence • Depression • Obesity • Oncology Branded Components ePHIT, ProChangesm, WholeHealthMD, Health Provider Network Capabilities Online, In Person, On the Phone © 2007 Healthways, Inc.
- 16. The New HealthwaysBrand High Risk Care Disease Healthy Alternative Management Management Active Living Lifestyles Health Chronic Forever Fit QuitNet Healthy Conditions Alignment Prime myePHIT Impact WholeHealth SilverSneakers Lifestyle Conditions Living Management myhealthIQ Engage © 2006 Healthways, Inc.
- 17. Communicating the Promise © 2006 Healthways, Inc.
- 18. Communicating the Promise Website Internal Communications/PR Television Print © 2006 Healthways, Inc.
- 19. Communicating the HealthwaysPromise © 2006 Healthways, Inc.
- 20. Communicating the HealthwaysPromise Corporate Website © 2006 Healthways, Inc.
- 21. Communicating the HealthwaysPromise Corporate Fact Sheets © 2006 Healthways, Inc.
- 22. Communicating the HealthwaysPromise Office and CEC Branding © 2006 Healthways, Inc.
- 23.