1. Health Plan of Nevada

SIX WAYS
WE’VE CHANGED
THE HEALTH CARE INDUSTRY

If you read no further than this, at least you’ll know how we have used our 20+ years of experience with the health care industry to provide solutions to a multitude of challenges while engaging and informing each target audience.

  1. Brand Awareness and Perception of a Health Plan

    Flipping brand perception is never an easy task, especially when it comes to one that had been in the marketplace for more than three decades. Our solution was to create a fresh and innovative campaign that put the health plan into the lifestyle of our consumers.

  2. ER Versus Urgent Care

    When unnecessary trips to the emergency room mean denied claims and excessive costs to health insurance plans, everyone loses. Our solution was to institute an urgent care educational campaign in the tone of a PSA to emphasize the time and money-saving benefits of utilizing urgent care when appropriate.

  3. Health Education and Wellness Initiative

    After common health education and wellness issues clogged phone lines for one health plan, our solution was to create a series of inexpensive explainer videos that were easily accessible to plan members. Topics including diabetic care, proper nutrition and newborn care helped lessen the load on phone lines, saving the company money and improving the customer experience.

  4. Health Care Delivery

    VIRGEN worked with a small health care delivery system known for treating colds and allergies and elevated their brand to be known as one of the top medical providers in the state in tandem with their internal growth and expansion strategies.

  5. Medicaid Expansion

    ACA’s expansion of the Medicaid audience put renewed focus on reaching this underserved population. Through innovative marketing and street-level outreach, our insurance partner became the top provider in the state.

  6. Medicare Advantage Plan

    Medicare Advantage plan marketing takes experience. We applied a localized approach with grassroots techniques and broad media reach to help one plan partner increase membership from 10,000 to more than 50,000 members.

BRAND AWARENESS + PERCEPTION

Challenge: Health Plan of Nevada (HPN) wanted to be known as more than an insurance company. They wanted to be the community’s partner on the ever-evolving journey toward good health and happiness as well as establish themselves as an authority in the marketplace.

Solution: Together, VIRGEN and HPN created Taking On Healthy, a campaign to engage, educate and entertain Nevadans while inspiring everyone to make changes for better health.

Tactics + Approach

  • Multichannel media and communication strategy
  • Blog
  • Social channel engagement
  • Community management and activation
  • Content newsroom
  • Monthly editorial and production plan

Results: TakingOnHealthy.com became a source of information and inspiration to help HPN members and the community improve their lives on a physical, mental and emotional level. Efforts resulted in:

  • Increased website traffic
  • Increased community engagement
  • Increased digital message click rate
  • Increased social media presence and max impressions reached
  • Surpassed competitor engagement

SENIOR MARKETING

MEDICARE ADVANTAGE

There are vast differences between an age-in and a person who is 80+ years old. We needed to use our experience with marketing to seniors to address the nuances that occur within the Medicare demo while working within and adhering to highly regulated Centers for Medicare & Medicaid Services (CMS) guidelines.

  • Market research and planning
  • Media planning, buying and analysis
  • Creative executions
  • Public relations
  • Grassroots efforts
  • Event marketing
  • Preventive health, immunizations, falls and critical health messages
  • Special initiatives and projects
  • Campaigns designed to raise plan ratings during specific survey periods for the Consumer Assessment of Healthcare Providers and Systems (CAHPS®)
  • Specialized outreach to small unaudited geographies where information and resources are scarce
  • Email marketing delivering custom content tailored to senior needs
  • Introduction and implementation strategies for dedicated senior lifestyle centers
ScrollHand Mobile
Content Image

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CREATIVE APPROACH

“Faces of Nevada” Medicare Advantage Calendar

For 14 years, VIRGEN created an annual senior-focused calendar featuring actual senior Medicare Advantage members. This direct marketing piece turned into a labor of love that provided keen insights into the demographic while making brand ambassadors out of chosen members.

Senior Videos

MEDICARE PART D

How do you roll out a 10-state Medicare Part D marketing plan to educate, engage and ultimately sell consumers? With careful planning and the help of international celebrity couple Robert Wagner and Jill St. John. We initiated a fully integrated multipronged approach that included:

  • Successful advertising, media and public relations strategies in multiple languages for each market
  • Working with top talent agencies to secure international celebrities as spokespeople
  • A 500-store, 10-state marketing partnership with Walgreens
  • A national tour bus promoting Part D at senior centers and events

Results

Our target acquisition goal of 20,000 calls per week was met and surpassed.

Sierra RX with Robert Wagner and Jill St. John

Senior Dimensions, Let’s Grow Old Together

A retention campaign that proved age is just a number

MEDICAID MARKETING

As the landscape of health care coverage and delivery changed in conjunction with Medicaid expansion, marketing to this population became a vital part of health insurance delivery. For more than 15 years, VIRGEN created and deployed communication plans and specialized outreach to garner and retain the dominant share of our client’s business.

Challenge: The multicultural Medicaid population tends to seek health care for their children and not themselves, overlook appointments, experience transportation challenges and ignore preventive health. We needed to change their mindset.

Solution: Devise tactics that were relevant, motivating and authentic.

Bus Shelters

Digital Boards

COMMERCIAL HEALTH PLAN MARKETING

Challenge:Annual goals for commercial health insurance can change from brand awareness to increasing membership or working to solve specific issues that affect the plan.

Solution:Employ our strategic thinking, market awareness and ability to react quickly within strict insurance guidelines to initiate a variety of effective approaches.

Tactics + Approach

  • Strategic campaigns designed for the general population as well as the business and broker community
  • Image campaigns
  • Membership campaigns
  • Issue-based campaigns
  • Special initiatives, including Affordable Care Act (ACA), urgent care, emergency room misuse, community health issues and CAHPS® surveys
  • Custom communication materials for large groups
  • Crisis management
  • Development of websites with custom online access tools
  • Creation of a real-time enrollment site
  • Development of custom content microsites and social media marketing that work as extensions of the brand to encourage dialogue with the health plan
  • E-health: mobile and online tools
  • Traveling medical delivery

Content Image

Creative Executions

Health Plan of Nevada
:30 TV, Grocery

An award-winning television commercial showing potential customers what a good health plan can really do.

You Got This
Print/Videos/Microsite

A millennial-focused health care initiative featuring an interactive microsite along with helpful tips and resources

You Got This: Video

YOU GOT THIS: Open Enrollment

Health Plan of Nevada
:30 TV, Leave It to the Experts

This is proof that good health really does take a good plan.

Health Plan of Nevada
Emergency Room Versus Urgent Care

A graphical and creative approach to a straightforward yet important topic

CARE DELIVERY
ORGANIZATION MARKETING

(SOUTHWEST MEDICAL ASSOCIATES)

Challenge: New models of promoting patient-centered, integrated health care, such as e-health tools and new app technologies, assist in surmounting challenges, such as access to care, rising costs and doctor shortages.

Solution: Innovative strategies are essential when marketing health care delivery. As the target audience for care delivery organizations (CDOs) is expansive, VIRGEN used predictive modeling and perception studies to identify, define and deliver tactical messaging proven to resonate with differing audience segments.

Innovative strategies are essential when

  • Increased registration and utilization of health IT tools, specialty apps and e-patient portals, such as e- visits/express check-in/electronic medical records (EMRs) and virtual visits
  • Promoted health care specialties and home health subsidiaries, including hospice care
  • Raised CAHPS® ratings and CMS star ratings
  • Maximized CDO community awareness and engagement through events, partnerships, custom content, social media marketing and in-clinic TV
  • New physician recruitment and new center openings
  • Promoted immunization clinics and shared appointments
  • Created internal campaigns to engage and activate CDO employees

Creative Executions

Southwest Medical Associates
Better. For Everyone. Campaign

Nevada’s largest multispecialty group needed a campaign to promote their 40+ years in Las Vegas.

Southwest Medical Associates
Compassion. Quality. Innovation. Campaign

A patient-focused campaign centered on Southwest Medical’s three pillars of success

Print

Powerful Medicine

A tech-focused campaign with a touch of compassion

:30 TV

Print

ScrollHand Mobile

SIX WAYS
WE’VE CHANGED
THE HEALTH CARE INDUSTRY

If you read no further than this, at least you’ll know how we have used our 20+ years of experience with the health care industry to provide solutions to a multitude of challenges while engaging and informing each target audience.

  1. Brand Awareness and Perception of a Health Plan

    Flipping brand perception is never an easy task, especially when it comes to one that had been in the marketplace for more than three decades. Our solution was to create a fresh and innovative campaign that put the health plan into the lifestyle of our consumers.

  2. ER Versus Urgent Care

    When unnecessary trips to the emergency room mean denied claims and excessive costs to health insurance plans, everyone loses. Our solution was to institute an urgent care educational campaign in the tone of a PSA to emphasize the time and money-saving benefits of utilizing urgent care when appropriate.

  3. Health Education and Wellness Initiative

    After common health education and wellness issues clogged phone lines for one health plan, our solution was to create a series of inexpensive explainer videos that were easily accessible to plan members. Topics including diabetic care, proper nutrition and newborn care helped lessen the load on phone lines, saving the company money and improving the customer experience.

  4. Health Care Delivery

    VIRGEN worked with a small health care delivery system known for treating colds and allergies and elevated their brand to be known as one of the top medical providers in the state in tandem with their internal growth and expansion strategies.

  5. Medicaid Expansion

    ACA’s expansion of the Medicaid audience put renewed focus on reaching this underserved population. Through innovative marketing and street-level outreach, our insurance partner became the top provider in the state.

  6. Medicare Advantage Plan

    Medicare Advantage plan marketing takes experience. We applied a localized approach with grassroots techniques and broad media reach to help one plan partner increase membership from 10,000 to more than 50,000 members.

BRAND AWARENESS + PERCEPTION

Challenge: Health Plan of Nevada (HPN) wanted to be known as more than an insurance company. They wanted to be the community’s partner on the ever-evolving journey toward good health and happiness as well as establish themselves as an authority in the marketplace.

Solution: Together, VIRGEN and HPN created Taking On Healthy, a campaign to engage, educate and entertain Nevadans while inspiring everyone to make changes for better health.

Tactics + Approach

  • Multichannel media and communication strategy
  • Blog
  • Social channel engagement
  • Community management and activation
  • Content newsroom
  • Monthly editorial and production plan

Results: TakingOnHealthy.com became a source of information and inspiration to help HPN members and the community improve their lives on a physical, mental and emotional level. Efforts resulted in:

  • Increased website traffic
  • Increased community engagement
  • Increased digital message click rate
  • Increased social media presence and max impressions reached
  • Surpassed competitor engagement

SENIOR MARKETING

MEDICARE ADVANTAGE

There are vast differences between an age-in and a person who is 80+ years old. We needed to use our experience with marketing to seniors to address the nuances that occur within the Medicare demo while working within and adhering to highly regulated Centers for Medicare & Medicaid Services (CMS) guidelines.

  • Market research and planning
  • Media planning, buying and analysis
  • Creative executions
  • Public relations
  • Grassroots efforts
  • Event marketing
  • Preventive health, immunizations, falls and critical health messages
  • Special initiatives and projects
  • Campaigns designed to raise plan ratings during specific survey periods for the Consumer Assessment of Healthcare Providers and Systems (CAHPS®)
  • Specialized outreach to small unaudited geographies where information and resources are scarce
  • Email marketing delivering custom content tailored to senior needs
  • Introduction and implementation strategies for dedicated senior lifestyle centers

CREATIVE APPROACH

“Faces of Nevada” Medicare Advantage Calendar

For 14 years, VIRGEN created an annual senior-focused calendar featuring actual senior Medicare Advantage members. This direct marketing piece turned into a labor of love that provided keen insights into the demographic while making brand ambassadors out of chosen members.

Senior Videos

MEDICARE PART D

How do you roll out a 10-state Medicare Part D marketing plan to educate, engage and ultimately sell consumers? With careful planning and the help of international celebrity couple Robert Wagner and Jill St. John. We initiated a fully integrated multipronged approach that included:

  • Successful advertising, media and public relations strategies in multiple languages for each market
  • Working with top talent agencies to secure international celebrities as spokespeople
  • A 500-store, 10-state marketing partnership with Walgreens
  • A national tour bus promoting Part D at senior centers and events

Results

Our target acquisition goal of 20,000 calls per week was met and surpassed.

Sierra RX with Robert Wagner and Jill St. John

Senior Dimensions, Let’s Grow Old Together

A retention campaign that proved age is just a number

MEDICAID MARKETING

As the landscape of health care coverage and delivery changed in conjunction with Medicaid expansion, marketing to this population became a vital part of health insurance delivery. For more than 15 years, VIRGEN created and deployed communication plans and specialized outreach to garner and retain the dominant share of our client’s business.

Challenge: The multicultural Medicaid population tends to seek health care for their children and not themselves, overlook appointments, experience transportation challenges and ignore preventive health. We needed to change their mindset.

Solution: Devise tactics that were relevant, motivating and authentic.

Bus Shelters

Digital Boards

Content Image

COMMERCIAL HEALTH PLAN MARKETING

Challenge:Annual goals for commercial health insurance can change from brand awareness to increasing membership or working to solve specific issues that affect the plan.

Solution:Employ our strategic thinking, market awareness and ability to react quickly within strict insurance guidelines to initiate a variety of effective approaches.

Tactics + Approach

  • Strategic campaigns designed for the general population as well as the business and broker community
  • Image campaigns
  • Membership campaigns
  • Issue-based campaigns
  • Special initiatives, including Affordable Care Act (ACA), urgent care, emergency room misuse, community health issues and CAHPS® surveys
  • Custom communication materials for large groups
  • Crisis management
  • Development of websites with custom online access tools
  • Creation of a real-time enrollment site
  • Development of custom content microsites and social media marketing that work as extensions of the brand to encourage dialogue with the health plan
  • E-health: mobile and online tools
  • Traveling medical delivery

Creative Executions

Health Plan of Nevada
:30 TV, Grocery

An award-winning television commercial showing potential customers what a good health plan can really do.

You Got This
Print/Videos/Microsite

A millennial-focused health care initiative featuring an interactive microsite along with helpful tips and resources

You Got This: Video

YOU GOT THIS: Open Enrollment

Health Plan of Nevada
:30 TV, Leave It to the Experts

This is proof that good health really does take a good plan.

Health Plan of Nevada
Emergency Room Versus Urgent Care

A graphical and creative approach to a straightforward yet important topic

CARE DELIVERY
ORGANIZATION MARKETING

(SOUTHWEST MEDICAL ASSOCIATES)

Challenge: New models of promoting patient-centered, integrated health care, such as e-health tools and new app technologies, assist in surmounting challenges, such as access to care, rising costs and doctor shortages.

Solution: Innovative strategies are essential when marketing health care delivery. As the target audience for care delivery organizations (CDOs) is expansive, VIRGEN used predictive modeling and perception studies to identify, define and deliver tactical messaging proven to resonate with differing audience segments.

Innovative strategies are essential when

  • Increased registration and utilization of health IT tools, specialty apps and e-patient portals, such as e- visits/express check-in/electronic medical records (EMRs) and virtual visits
  • Promoted health care specialties and home health subsidiaries, including hospice care
  • Raised CAHPS® ratings and CMS star ratings
  • Maximized CDO community awareness and engagement through events, partnerships, custom content, social media marketing and in-clinic TV
  • New physician recruitment and new center openings
  • Promoted immunization clinics and shared appointments
  • Created internal campaigns to engage and activate CDO employees

CARE DELIVERY
ORGANIZATION MARKETING

(SOUTHWEST MEDICAL ASSOCIATES)

Challenge: New models of promoting patient-centered, integrated health care, such as e-health tools and new app technologies, assist in surmounting challenges, such as access to care, rising costs and doctor shortages.

Solution: Innovative strategies are essential when marketing health care delivery. As the target audience for care delivery organizations (CDOs) is expansive, VIRGEN used predictive modeling and perception studies to identify, define and deliver tactical messaging proven to resonate with differing audience segments.

Innovative strategies are essential when

  • Increased registration and utilization of health IT tools, specialty apps and e-patient portals, such as e- visits/express check-in/electronic medical records (EMRs) and virtual visits
  • Promoted health care specialties and home health subsidiaries, including hospice care
  • Raised CAHPS® ratings and CMS star ratings
  • Maximized CDO community awareness and engagement through events, partnerships, custom content, social media marketing and in-clinic TV
  • New physician recruitment and new center openings
  • Promoted immunization clinics and shared appointments
  • Created internal campaigns to engage and activate CDO employees

Creative Executions

Southwest Medical Associates
Better. For Everyone. Campaign

Nevada’s largest multispecialty group needed a campaign to promote their 40+ years in Las Vegas.

Southwest Medical Associates
Compassion. Quality. Innovation. Campaign

A patient-focused campaign centered on Southwest Medical’s three pillars of success

Print

Powerful Medicine

A tech-focused campaign with a touch of compassion

:30 TV

Print

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