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Creating a Master Brand for Health Support and Care Services
- 3. A Brand…
• Is the 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 a Master 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 Master Brand 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.
- 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.
- 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 smoking cessation 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.
- 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 Healthways Brand
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.
